Estrategias promocionales de marketing digital en Redes Sociales
Análisis bibliométrico de estrategias digitales a través de Facebook e Instagram
DOI:
https://doi.org/10.37467/revtechno.v11.4393Palavras-chave:
E-marketing, Estrategias promocionales, Facebook, Instagram, Scopus, WOSviewer, Machine learningResumo
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.
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