BIBLIOMETRIC STUDY: SCIENTIFIC ARTICLES ON DIGITAL MARKETING IN TRADE MARKETING
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Abstract
This bibliometric study of the mapping of digital and mobile marketing applied to trade marketing from the knowledge base and the composition of the research professors with an applied methodology that identifies documents in the Scopus database of a digital and mobile marketing mapping applied to trade marketing on publications in a time interval (1982 to 2022), using the Vosviewer software tool, bibliographic networks of authors, co-authors, keywords and countries were built. As results, a mapping of bibliographic networks was obtained, the visualization of densities where greater strength is seen in the categories “digital marketing” and “mobile”, demonstrating that the digital market and mobile telephony are advancing at a dizzying pace in the marketing area of the business sector, in addition, the increase in mobile penetration, the innovation and development of operating systems, applications, data technologies, including artificial intelligence, facilitate the growth of technological use and the market.
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