O impacto do marketing digital em consumidores versáteis na era digital: uma análise bibliométrica
Resumo
Este artigo aborda o impacto do marketing digital sobre os consumidores versáteis na era digital por meio de uma análise bibliométrica. O problema de pesquisa se concentra em entender como o marketing digital afeta os consumidores em um ambiente em que a versatilidade e a adaptabilidade são fundamentais. O objetivo do estudo é analisar a literatura acadêmica disponível sobre esse tópico para identificar tendências emergentes e áreas de interesse. Este artigo analisa o impacto do marketing digital em consumidores versáteis por meio de uma análise bibliométrica. Ele investigou como o marketing digital afeta os consumidores em um ambiente de constante adaptabilidade. O estudo analisou sistematicamente 160 artigos científicos indexados na Scopus, usando técnicas bibliométricas para avaliar a produção acadêmica e as relações entre autores, instituições e tópicos. Os resultados revelam um interesse crescente em personalização, experiência do usuário e integração de tecnologias emergentes. O estudo conclui a necessidade de adaptar continuamente as estratégias de marketing digital para atender às demandas em constante mudança dos consumidores na era digital.
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