RCS 2024
DOI: 10.31876/rcs.v30i2.41906
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Mapping digital marketing research in social networks: A short-term bibliometric analysis (2018-2023)

Abstract: This study delved into the world of Digital Marketing in social networks, exploring its evolution from 2018 to April 2023 through the prism of the Scopus database. Using a quantitative methodology with a bibliometric approach, 368 documents were examined using statistical tools such as VOSviewer, RStudio and Microsoft Excel. The results paint a picture where the annual document production shows a steady decline of -3.34%, attributed to saturation, changing algorithms and mutable preferences. With the participa… Show more

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