Artículo

Marketing of experience in the digital age: creation of a bibliographic portifolio and bibliometric

Resumen

Introduction: the evolution of Information and Communication Technologies has generate changes in society, such as marketing and advertising activities. The expansion of Internet access and the popularization of the use of equipment like personal computers and smartphones led companies to develop digital marketing. This study aims to build a bibliographic portfolio of digital transformations that allow us to understand how technological advances are transforming marketing and advertising practices. Method: : it uses the ProKnow-C methodology to build knowledge, and it the search was made at Scopus database. It retrieved 566 articles considering the search strategy used, and 221 articles related to the research objectives were selected. After applying the selection and exclusion criteria, 41 studies made the bibliographic portfolio. Results: the bibliometric analysis shows the heterogeneity of authors and the concentration of research in the United States of America and Europe. Conclusions: considering the portfolio, it recommends investigating the possibilities of creating experiences of deep involvement with consumers in marketing and advertising practices, especially with the use of Virtual Reality technology, generating experience marketing.
Autores
Vitali, FC; Pires, KM; Cardoso, IV; de Oliveira, EV; Bolan, M; Martins, PA; Cardoso, M
Título
Endodontic therapy in primary teeth: a bibliometric analysis of the 100 most-cited papers
Afiliaciones
Universidade Federal de Santa Catarina (UFSC); Universidade Federal de Minas Gerais
Año
2022
DOI
10.1590/1807-3107bor-2022.vol36.0049
Tipo de acceso abierto
gold
Referencia
WOS:000942129400050
Artículo obtenido de:
WOS
Fuente
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