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Bibliometric Analysis Based on Scientific Mapping in the Use of Digital Marketing Strategies

Abstract:

The research aim was to compare and analyze articles from 2018 to 2023 that include scientific literature, mathematical and statistical methods for achieving social aspects of science that can be quantified from the scientific literature. A qualitative method and descriptive/exploratory type were applied for the study. Additionally, the research required question guidelines to know the scientific production (quantity, quality and impact) of publications on various topics such as: authors, countries, areas of knowledge, journals, among others. The population consisted of articles within the years 2018 to 2023 from Scopus and Web of Science databases as a search model in scientific production with the search of terms like Marketing and Digital Strategy. One of the main results includes that 2022 is the year with the highest citations, and the main authors are: Bala, PK, Belkhir Mohamed. Within the ranking of the top journals are: Journal Of Business Research, Communications In Computer And Information Science and Journal Of Business Research. Finally, the countries with the largest scope of publications include the United States, China and India, and English is the language that leads the highest number of publications.