Abstract

SANTAMARIA-AYALA, Jefferson; QUIROGA-PARRA, Darío  and  GOMEZ-TOBON, Carmen. Digital marketing and its impact on e-commerce: a bibliometric review. Pensam. gest. [online]. 2022, n.53, pp.2-2.  Epub Mar 27, 2023. ISSN 1657-6276.

The purpose of this article is to publish the results of a bibliometric analysis of digital marketing and its relationship with e-commerce, its main trends, its evolution in scientific production, main authors and journals of publication. A bibliometric review methodology was used in an observation window between 1997 and 2020. The results recognised 480 research article-type documents from a search equation formulated in Elsevier's Scopus and 132 documents in Thompson Reuters' Web of Science (WoS). Finally, with the VOSviewer software, six bibliographic clusters (BC) are presented, where new lines of documentary and field research are possibly identified.

Keywords : digital marketing; e-commerce; mobile commerce; online commerce; bibliometric analysis.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )