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.
Liu, Getong (59384702500); Sun, Jiajun (57205440975); Liu, Chenfeng (57221207978); Shi, Huading (14032147800); Fei, Yang (57193509358); Wang, Chen (57876636400); Zhang, Guilong (58736127100); Wang, Hongjie (57210435095)
Progress and Trends in Research on Soil Nitrogen Leaching: A Bibliometric Analysis from 2003 to 2023
2025
10.3390/su17010339
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85214452672&doi=10.3390%2fsu17010339&partnerID=40&md5=dd8623e75ddb80512caa0b4ea6db1af7
Technical Centre for Soil, Agriculture and Rural Ecology and Environment, Ministry of Ecology and Environment, Beijing, 100012, China; Hebei Key Laboratory of Close-to-Nature Restoration Technology of Wetlands, School of Eco-Environment, Hebei University, Baoding, 071002, China; Agro-Environmental Protection Institute, Ministry of Agriculture and Rural Affairs, Tianjin, 300000, China; Engineering Research Center of Ecological Safety and Conservation in Beijing-Tianjin-Hebei (Xiong’an New Area) of MOE, Baoding, 071002, China
All Open Access; Gold Open Access
Scopus
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