Promotional digital marketing strategies with social networks
Bibliometric analysis of digital strategies through Facebook and Instagram
DOI:
https://doi.org/10.37467/revtechno.v11.4393Keywords:
E-marketing, Promotional strategies, Facebook, Instagram, Scopus, WOSviewer, Machine learningAbstract
Promotional strategies have an increasing impact on sales, being strongly transformed with the debelopment of social networks. This study is to provide a bibliometric analysis of promotional marketing strategies highlighting the new associated social networks.
It is made on a selection of Scopus articles (with VOSviewer, words: marketing, promotion, Facebook or Instagram) obtaining 271 publications (2008 to 2022).
A strategy shift towards data mining and machine learning is detected in Instagram. This study concludes with insights that can help managers to drive marketing strategies in their companies.
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