How Social Media Drives Innovation in Digital Marketing

Egidio Peixoto Rodriguez

doi:10.64923/ceniiac.e0005

Authors

Egidio Peixoto Rodríguez Universidad San Ignacio de Loyola https://orcid.org/0000-0003-4707-4552

DOI:

https://doi.org/10.64923/ceniiac.e0005

Keywords:

digital marketing, online marketing, social media, social networks, innovation, bibliometric

Abstract

Digital marketing through social media has become a strategic pillar in communication between companies and consumers, fostering innovation and transformation processes across various sectors. This study aims to analyze the main characteristics, patterns, and trends in scientific production related to digital marketing, social media, and innovation through a bibliometric analysis applied to the Scopus database covering the period from 2017 to May 2023. A total of 179 documents were collected and refined using an advanced search strategy, considering variables such as year of publication, country of origin, field of knowledge, document type, and keyword co-occurrence. Data were processed using Microsoft Excel, RStudio (Bibliometrix), and VOSviewer. The results reveal a sustained growth in scientific output, with a notable increase starting in 2020. India, the United Kingdom, and the United States emerged as the most productive countries, while business, management, and accounting were the most prominent contributing fields. Although the term "innovation" appeared in the content, its low frequency as a keyword suggests a terminological disconnection in recent literature. The study contributes to the theoretical field by highlighting conceptual gaps and proposing a more cohesive research agenda, while also offering practical implications for digital marketing professionals. Among the limitations, the exclusive use of the Scopus database and reliance on author-provided keywords are noted. Future research is recommended to expand both the thematic and methodological scope to deepen the connection between innovation and emerging digital strategies.

Downloads

Download data is not yet available.

Author Biography

Egidio Peixoto Rodríguez, Universidad San Ignacio de Loyola

Ph.D. in Administration from Universidad San Ignacio de Loyola, Graduate School, Lima, Peru. Email: egidio.peixoto@epg.usil.pe; EGPEIXOTO.EPR@outlook.com

References

Amiri, A. M., Kushwaha, B. P., & Singh, R. (2023). Visualisation of global research trends and future research directions of digital mar-keting in small and medium enterprises using bibliometric analysis. Journal of Small Business and Enterprise Development, 30(3), 621–641. https://doi.org/10.1108/JSBED-04-2022-0206

Ananda, A. S., Hernández-García, Á., & Lamberti, L. (2016). N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations. Journal of Innovation and Knowledge, 1(3), 170–180. https://doi.org/10.1016/j.jik.2016.01.003

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1

Aria, M., & Cuccurullo, C. (2017). bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007

Balogh, J. M., & Mizik, T. (2022). Impacts of Marketing Strategy and Social Media Activity on the Profitability of Online Wine Shops: The Case of Hungary. Economies, 10(12), 1–15. https://doi.org/10.3390/economies10120301

Burnham, J. F. (2006). Scopus database: A review. Biomedical Digital Libraries, 3, 1–9. https://doi.org/10.1186/1742-5581-3-1

Dearlove, T., Begley, A., Scott, J. A., & Devenish-Coleman, G. (2021). Digital marketing of commercial complementary foods in australia: An analysis of brand messaging. International Journal of Environmental Research and Public Health, 18(15). https://doi.org/10.3390/ijerph18157934

García, J. J. L., Lizcano, D., Ramos, C. M. Q., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6), 1–17. https://doi.org/10.3390/fi11060130

Gómez Sierra, C. J. (2020). Impact through digital marketing tools in social networks and web analytics in higher education institutions. IOP Conference Series: Materials Science and Engineering, 844(1). https://doi.org/10.1088/1757-899X/844/1/012050

Habibi, F., Hamilton, C. A., Valos, M. J., & Callaghan, M. (2015). E-marketing orientation and social media implementation in B2B marketing. In European Business Review (Vol. 27, Issue 6). https://doi.org/10.1108/EBR-03-2015-0026

Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. P. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90(2020), 276–290. https://doi.org/10.1016/j.indmarman.2020.07.022

Jung, S. U., & Shegai, V. (2023). The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size. Sustainability (Switzerland), 15(7), 1–16. https://doi.org/10.3390/su15075711

Khan, S. (2021). Structural framework of digital transformation enablers towards enhancing the social media marketing. Management Science Letters, 11(2), 327–338. https://doi.org/10.5267/j.msl.2020.9.037

Klepek, M., & Starzyczná, H. (2018). Marketing communication model for social networks. Journal of Business Economics and Man-agement, 19(3), 500–520. https://doi.org/10.3846/jbem.2018.6582

Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131(February 2020), 183–195. https://doi.org/10.1016/j.jbusres.2021.03.061

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146–172. https://doi.org/10.1509/jm.15.0415

Low, S., Ullah, F., Shirowzhan, S., Sepasgozar, S. M. E., & Lee, C. L. (2020). Smart digital marketing capabilities for sustainable property development: A case of Malaysia. Sustainability (Switzerland), 12(13), 1–40. https://doi.org/10.3390/su12135402

Mazerant, K., Willemsen, L. M., Neijens, P. C., & van Noort, G. (2021). Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing. Journal of Interactive Marketing, 53, 15–31. https://doi.org/10.1016/j.intmar.2020.06.004

Meyer, D. Z., & Avery, L. M. (2009). Excel as a qualitative data analysis tool. Field Methods, 21(1), 91–112. https://doi.org/10.1177/1525822X08323985

Palaniswamy, V., & Raj, K. (2022). SOCIAL MEDIA MARKETING ADOPTION BY AGRICULTURISTS: A TAM BASED STUDY. International Journal of Professional Business Review, V7(3), 1–14. https://doi.org/10.26668/businessreview/2022.v7i3.0537

Păvăloaia, V. D., Anastasiei, I. D., & Fotache, D. (2020). Social media and e-mail marketing campaigns: Symmetry versus convergence. Symmetry, 12(12), 1–23. https://doi.org/10.3390/sym12121940

Purwaningwulan, M. M., Suryana, A., Wahyudin, U., & Dida, S. (2019). Creative innovation online relationship marketing Islamic fashion e-commerce in Indonesia. Library Philosophy and Practice, 2019. https://www.scopus.com/pages/publications/85066083917

Saura, J. R., Palos-Sánchez, P., & Cerdá Suárez, L. M. (2017). Understanding the Digital Marketing Environment with KPIs and Web Analytics. Future Internet, 9(76), 1–13. https://doi.org/10.3390/fi9040076

Scuotto, V., Del Giudice, M., & Carayannis, E. G. (2017). The effect of social networking sites and absorptive capacity on SMES’ innovation performance. Journal of Technology Transfer, 42(2), 409–424. https://doi.org/10.1007/s10961-016-9517-0

Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global market-places: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541–565. https://doi.org/10.1016/j.ijresmar.2021.09.005

Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2016). Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues. Journal of Interactive Marketing, 34(1), 37–48. https://doi.org/10.1016/j.intmar.2016.03.002

Tarazona-Montoya, R., Peris-Ortiz, M., & Devece, C. (2020). The value of cluster association for digital marketing in tourism regional development. Sustainability (Switzerland), 12(23), 1–18. https://doi.org/10.3390/su12239887

Travassos, A., & Carmo, J. (2023). Marketing Strategies on Social Media Platforms. International Journal of E-Business Research, 19(1), 1–25. https://doi.org/10.4018/IJEBR.316969

Ungerman, O., Dedkova, J., & Gurinova, K. (2018). The impact of marketing innovation on the competitiveness of enterprises in the context of industry 4.0. Journal of Competitiveness, 10(2), 132–148. https://doi.org/10.7441/joc.2018.02.09

van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523–538. https://doi.org/10.1007/s11192-009-0146-3

Wasiq, M., Bashar, A., Akmal, S., Rabbani, M. R., Saifi, M. A., Nawaz, N., & Nasef, Y. T. (2023). Adoption and Applications of Blockchain Technology in Marketing: A Retrospective Overview and Bibliometric Analysis. Sustainability (Switzerland), 15(4), 1–20. https://doi.org/10.3390/su15043279

Winarso, W., Sinaga, J., Syarief, F., Untari, D. T., Supardi, & Mulyadi. (2023). The impact of social media and innovation strategy on the marketing performance of small and medium sized enterprises (SMEs) in Bekasi City, Indonesia. International Journal of Profes-sional Business Review, 8(5), 1–14. https://doi.org/10.26668/businessreview/2023.v8i5.1688

Yarney, F., Moreno, R., Augusto Sanchez Martelo, C., Yeet, B., Corredor, A., Fernando, J., Cifuentes, S., Pablo, J., & López, O. (2020). Técnicas para la Clasificación de Sentimientos en Redes Sociales como Apoyo en el Marketing Digital. Revista Ibérica de Sistemas e Tecnologias de Informação, 167–187. https://www.proquest.com/scholarly-journals/técnicas-para-la-clasificación-de-sentimientos-en/docview/2453792431/se-2

Zaušková, A., Ščepková, S., & Kubovics, M. (2022). Communication of Slovak Eco-innovation Companies with Social Media Users. 9th European Conference on Social Media, ECSM 2022, 2016, 219–227. https://doi.org/10.34190/ecsm.9.1.191

Zupic, I., & Čater, T. (2015). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429–472. https://doi.org/10.1177/1094428114562629