6533b850fe1ef96bd12a824f

RESEARCH PRODUCT

Bibliometrics and Science Mapping of Digital Marketing

Homero Rodríguez-insuastiJosé Avelino VictorNéstor Montalván-burbanoNéstor Montalván-burbanoMarcelo León-castro

subject

Consumption (economics)Knowledge managementDigital marketingbusiness.industryVisibility (geometry)BusinessBibliometricsCompetence (human resources)Influencer marketingField (computer science)Visualization

description

This research paper focuses on marketing areas and specifically in the field of digital marketing. Marketing and other commercial endeavors are of the utmost importance for both companies and professionals in this field. The current research aims to determine how influencers persuade internauts in their consumption initiatives. Bibliometrics and science mapping are at the core of this study, and the yielded metrics highlight details that empower strategies and tactics in digital marketing. Thoroughly designed messages delivered by influencers can increase the visualization of companies enhancing their brands and positioning their products above the competence. Researchers can also use the positioning strategies presented here to promote the visibility and impact of their publications, a use that has not been explored yet.

yearjournalcountryeditionlanguage
2021-01-01
https://doi.org/10.1007/978-981-33-4183-8_9