Study in relation to research on Digital Marketing: bibliometric analysis in SCOPUS.

Abstract

With evolution there are changes and adaptations, which is why Marketing adapts to the internet era through its Digital Marketing technique, to support the advertising and sales of a business. This research aims to analyze the evolution of publications and their citations from the years 2015 to march 2024, which made it possible to identify through the most cited publications the progress situation for organizations with the application of Marketing and Technology. The methodological design is based on the Quantitative-Descriptive approach, under the Bibliometric Analysis methodology, the analysis was applied to 475 documents which were selected from the SCOPUS bibliographic database. The results found first determine the growth in the topic studied after 2020, and a strong trend is marked in the publication of this topic. It is also determined in the most cited publications that online marketing has a very important role in creating the emotions and behaviors of consumers through social networks, increase profits and to achieve their loyalty; some concepts mentioned are content marketing, internet of things, emotional intelligence, big data, among others.