Estrategias promocionales de marketing digital en Redes Sociales: Análisis bibliométrico de estrategias digitales a través de Facebook e Instagram

• Marín Palacios, Cristina ^[1] ; Botey Fullat, María ^[1]
  1. [1] ESIC Universidad / ESIC Business and Marketing School
• Localización: TECHNO REVIEW: International Technology, Science and Society Review / Revista Internacional de Tecnología, Ciencia y Sociedad, ISSN-e 2695-9933, Vol. 11, Nº. 2, 4, 2022
• Idioma: español
• DOI: 10.37467/revtechno.v11.4393
• Títulos paralelos:
  • Promotional digital marketing strategies with social networks: Bibliometric analysis of digital strategies through Facebook and Instagram
• Texto completo no disponible (Saber más ...)
• Dialnet Métricas: 2 Citas
• Resumen
  • español

    Las estrategias promocionales tienen una presencia cada vez mayor en las ventas, viéndose fuertemente transformadas con la aparición de las redes sociales. Este estudio proporciona un análisis bibliométrico de las estrategias promocionales del marketing resaltando las nuevas asociadas las redes sociales.Se realiza sobre una selección de artículos de Scopus (con VOSviewer, palabras: marketing, promotion, Facebook o Instagram) obteniendo 271 publicaciones (2008 a 2022).Se detecta un cambio de estrategia hacia data mining y machine learning en Instagram. Este estudio concluye con ideas que pueden ayudar a los gerentes a dirigir las estrategias de marketing en sus empresas.

  • English

    Promotional strategies have an increasing impact on sales, being strongly transformed with the debelopment of social networks. This study is to provide a bibliometric analysis of promotional marketing strategies highlighting the new associated social networks.It is made on a selection of Scopus articles (with VOSviewer, words: marketing, promotion, Facebook or Instagram) obtaining 271 publications (2008 to 2022).A strategy shift towards data mining and machine learning is detected in Instagram. This study concludes with insights that can help managers to drive marketing strategies in their companies.

• Referencias bibliográficas
  • Arora, A., Bansal, S., Kandpal, C., Aswani, R., & Dwivedi, Y. (2019). Measuring social media influencer index-insights from Facebook,...
  • Baker, H. K., Kumar, S., & Pandey, N. (2021). Forty years of the Journal of Futures Markets: A bibliometric overview.
  • Journal of Futures Markets. Available at https://doi.org/10.1002/fut.22211 (in press). DOI: https://doi.org/10.1002/fut.22211
  • Baker, H. K., Pandey, N., Kumar, S., & Haldar, A. (2020a). A bibliometric analysis of board diversity: Current status, development, and...
  • Bernhardt, J.M., Alber, J., & Gold, R. S. (2014). A social media primer for professionals: digital dos and don’ts.
  • Health promotion practice, 15(2), 168-172. https://doi.org/10.1177/1524839913517235 DOI: https://doi.org/10.1177/1524839913517235
  • Correia, P. A. P., Medina, I. G., Romo, Z. F. G., & Contreras-Espinosa, R. S. (2014). The importance of Facebook as an online social networking...
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines....
  • Ellegaard, O., & Wallin, J. (2015). The bibliometric analysis of scholarly production: How great is the impact?
  • Scientometrics, 105(3), 1809–1831. https://doi.org/10.1007/s11192-015-1645-z DOI: https://doi.org/10.1007/s11192-015-1645-z
  • Grant, M. J., & Boot, A. (2009). A typology of reviews: An analysis of 14 review types and associated methodologies. Health Information...
  • Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user-and...
  • Haddaway, N. R., Pritchard, C. C. y McGuinness, L. A. (2021). PRISMA2020: paquete R y ShinyApp para producir diagramas de flujo compatibles...
  • Hernández-González, V., Sans-Rosell, N., Jové-Deltell, M. C., & Reverter-Masia, J. (2016). Comparison between Web of Science and Scopus,...
  • Holmberg, C., Chaplin, J. E., Hillman, T., & Berg, C. (2016). Adolescents’ presentation of food in social media: An explorative study....
  • Iglesias-Sánchez, P. P., Correia, M. B., Jambrino-Maldonado, C., & de las Heras-Pedrosa, C. (2020). Instagram as a co-creation space for...
  • Kang, J., Tang, L. R., & Fiore, A. M. (2015). Restaurant brand pages on Facebook: Do active member participation and monetary sales promotions...
  • Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business horizons, 55(2), 129-139....
  • Kite, J., Foley, B. C., Grunseit, A. C., & Freeman, B. (2016). Please like me: Facebook and public health communication. DOI: https://doi.org/10.1371/journal.pone.0162765
  • PloS one, 11(9), e0162765. https://doi.og/10.1371/journal.pone.0162765
  • Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management...
  • Leung, X. Y., Bai, B., & Erdem, M. (2017). Hotel social media marketing: a study on message strategy and its effectiveness. Journal of...
  • Moreno, M. A., & Whitehill, J.M. (2014). Influence of social media on alcohol use in adolescents and young adults. Alcohol research: current...
  • Parveen, F., Jaafar, N. I., & Ainin, S. (2015). Social media usage and organizational performance: Reflections of Malaysian social media...
  • Rohm, A., Kaltcheva, V. D., & Milne, G. R. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media....
  • Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life science journal, 9(4), 4444-4451. https://bit.ly/3IRpw5L
  • Selçuk, A. A. (2019). Una guía para revisiones sistemáticas: PRISMA. Archivos turcos de otorrinolaringología, 57(1), 57. Recuperado de https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6461330/
  • Shepherd, T. (2013). Gendering the commodity audience in social media. In The Routledge companion to media & gender (pp. 175-185). Routledge....
  • Stallworth, B. (2010). Future imperfect: Googling for principles in online behavioral advertising. EDF. Comm. LJ, 62, 465.
  • Taylor, D. G., & Strutton, D. (2016). Does Facebook usage lead to conspicuous consumption? The role of envy, narcissism and self-promotion....
  • Torres-Salinas, D., & Jiménez-Contreras, E. (2010). Introduction and comparative study of the new scientific journals citation indicators...
  • Van Eck, N.J. & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. DOI: https://doi.org/10.1007/s11192-009-0146-3
  • Scientometrics, 84(2) 523-538.
  • Widianingrum, N., Mani, L., Farid, A., Mohamed, T. M., Molina, D., De-La-Hoz, A., ... & Jazzar, M. (2021). The antecedents of purchasing...
  • Xie, K., & Lee, Y. J. (2015). Social media and brand purchase: Quantifying the effects of exposures to earned and owned social media activities...