How Social Media Drives Innovation in Digital Marketing

Egidio Peixoto Rodriguez

doi:10.64923/ceniiac.e0005

Autores/as

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

DOI:

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

Palabras clave:

marketing digital, marketing en línea, redes sociales, innovación, bibliometría

Resumen

El marketing digital a través de las redes sociales se ha consolidado como un pilar estratégico en la comunicación entre empresas y consumidores, impulsando procesos de innovación y transformación en distintos sectores. Este estudio analiza las características, patrones y tendencias de la producción científica sobre marketing digital, redes sociales e innovación mediante un análisis bibliométrico de la base de datos Scopus en el periodo 2017–mayo 2023. Se recopilaron 179 documentos, refinados a través de una estrategia de búsqueda avanzada, considerando año de publicación, país de origen, área de conocimiento, tipo de documento y coocurrencia de palabras clave. Los datos fueron procesados con Microsoft Excel, RStudio (Bibliometrix) y VOSviewer. Los resultados evidencian un crecimiento sostenido en la producción científica, con un incremento notable a partir de 2020. India, el Reino Unido y Estados Unidos destacan como los países más productivos, mientras que los campos de negocios, gestión y contabilidad aportan la mayor proporción de estudios. Aunque el término “innovación” aparece en los contenidos, su baja frecuencia como palabra clave sugiere una desconexión conceptual en la literatura reciente. El estudio contribuye al campo teórico al identificar vacíos conceptuales y plantear la necesidad de una agenda de investigación más cohesionada. Asimismo, ofrece implicaciones prácticas para los profesionales del marketing digital. Como limitaciones, se reconoce el uso exclusivo de Scopus y la dependencia de palabras clave proporcionadas por los autores. Se recomienda ampliar el alcance temático y metodológico en futuros trabajos para fortalecer el vínculo entre innovación y estrategias digitales emergentes.

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Biografía del autor/a

Egidio Peixoto Rodriguez, 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

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