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Abstract
This article addresses the impact of digital marketing on versatile consumers in the digital era through a bibliometric analysis. The problem investigated focuses on understanding how digital marketing affects consumers in an environment where versatility and adaptability are key. The objective of the study is to analyze the available academic literature on this topic to identify emerging trends and areas of interest. This article analyzes the impact of digital marketing on versatile consumers through a bibliometric analysis. It investigated how digital marketing affects consumers in an environment of constant adaptability. The study systematically reviewed 160 scientific articles indexed in Scopus, using bibliometric techniques to assess scholarly output and the relationships between authors, institutions and topics. The results reveal a growing interest in personalization, user experience and the integration of emerging technologies. It concludes the need to continuously adapt digital marketing strategies to meet the changing demands of consumers in the digital age.
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