Behavior of scientific production on digital marketing in iberoamerica according to Scopus in the period 2015-2020
DOI:
https://doi.org/10.33936/ecasinergia.v14i2.5589Keywords:
Digital marketing, Latin America, Spain, Scientific production. Information Metric Studies, Bibliometric analysisAbstract
The objective of this research is to analyze the behavior of scientific production related to digital marketing in the Ibero-American region in the 2015-2020 period from the Scopus database. For this, a descriptive- retrospective study was carried out with the application of bibliometric methods according to one-dimensional indicators of productivity and multidimensional indicators of author collaboration and keyword co-occurrence. The search strategy used "digital marketing" in the fields Title, Abstract and Keyword, in the defined period and region, together with the subsequent purification of duplicates, yielded a total of 428 records which were subjected to an exhaustive analysis. The results obtained confirm a growing scientific-investigative interest in the subject in the region based on an increasing behavior of the amount of work per year. Likewise, the analysis of the keywords shows the close link of the subject with the digital media. By way of conclusion, the usefulness of metric studies in the investigative field of the digital marketing theme is highlighted.
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