O que é transformação digital no Marketing? Uma análise bibliométrica e cienciométrica de um tema em evolução
DOI:
https://doi.org/10.5585/remark.v22i4.23979Palavras-chave:
Transformação digital, Marketing, Bibliometria, Cienciometria, Estado da arteResumo
Objetivo: Destacar as principais tendências emergentes e a estrutura intelectual e social do autor, entre outros indicadores sobre a transformação digital em marketing
Método: Trata-se de um trabalho bibliométrico e cienciométrico.
Originalidade/Relevância: Este trabalho compila pesquisas anteriores sobre transformação digital e como ela tem sido utilizada em marketing, acessando temas emergentes e lacunas não abordadas em estudos anteriores, sendo uma referência valiosa para pesquisadores que pretendem contribuir com esta área de pesquisa.
Resultados: Este trabalho mostra tendências emergentes nas práticas de marketing considerando a transformação digital, os documentos, autores, periódicos e organizações mais produtivos/influentes, palavras-chave mais utilizadas, padrões de autoria e potenciais áreas de pesquisa relacionadas com práticas de Transformação Digital em marketing.
Contribuições teóricas/metodológicas: Este estudo contribui para a compreensão geral da estrutura de conhecimento do D.T. em marketing com base em análises quantitativas e gráficas de mapeamento do conhecimento, implicando no crescente engajamento do D.T. em marketing e sugestões para pesquisas futuras.
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