Estrategias promocionales de marketing digital en Redes Sociales

Análisis bibliométrico de estrategias digitales a través de Facebook e Instagram

Autores/as

  • Cristina Marín Palacios ESIC University / ESIC Business and Marketing School
  • María Botey Fullat ESIC University / ESIC Business and Marketing School

DOI:

https://doi.org/10.37467/revtechno.v11.4393

Palabras clave:

E-marketing, Estrategias promocionales, Facebook, Instagram, Scopus, WOSviewer, Machine learning

Resumen

Las estrategias promocionales tienen una presencia cada vez mayor en las ventas, viéndose fuertemente transformadas con la aparición de las redes sociales. Este estudio proporciona un análisis bibliométrico de las estrategias promocionales del marketing resaltando las nuevas asociadas las redes sociales.
Se realiza sobre una selección de artículos de Scopus (con VOSviewer, palabras: marketing, promotion, Facebook o Instagram) obteniendo 271 publicaciones (2008 a 2022).
Se detecta un cambio de estrategia hacia data mining y machine learning en Instagram. Este estudio concluye con ideas que pueden ayudar a los gerentes a dirigir las estrategias de marketing en sus empresas.

Citas

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Publicado

2022-12-28

Cómo citar

Marín Palacios, C., & Botey Fullat, M. (2022). Estrategias promocionales de marketing digital en Redes Sociales: Análisis bibliométrico de estrategias digitales a través de Facebook e Instagram. TECHNO REVIEW. International Technology, Science and Society Review Revista Internacional De Tecnología, Ciencia Y Sociedad, 12(1), 1–11. https://doi.org/10.37467/revtechno.v11.4393

Número

Vol. 12 Núm. 1 (2022): Monográfico: "¿Qué hay de nuevo en Redes sociales 2.0, 3.0 y 4.0?"

Sección

Artículos de investigación (monográfico)

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