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.
Herrera, Claudio Díaz (57200793587); Díaz, Emilio Moyano (58418447500)
Bibliometrics and semantics in XXI century Chilean social science journals; [Bibliometría y semântica em revistas de ciências sociales chilenas del siglo XXI]
2023
10.5209/rgid.89226
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85163831993&doi=10.5209%2frgid.89226&partnerID=40&md5=bb91170f872406e2cf2e48f5dbaf538b
Universidad Católica del Maule, Facultad de Ciencias Sociales y Económicas, Departamento de Ciencias Sociales, Escuela de Trabajo Social, Chile; Universidad de Talca, Facultad de Psicología, Campus Talca, Chile
All Open Access; Gold Open Access
Scopus
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