Marketing digital uma análise metabibliometrica

Abstract

Considering the evolution and the technology impacts on the market, especially the crescent use of digital platforms in recent years, this article has made research to understand: what is the current scenario of Digital Marketing in academic literature? The main objective of this research is to investigate through meta-analysis the evolution of Digital Marketing in researches. Such investigation aims to contribute to the field by recording the evolution of the state of the art involving the subject in researches in the period from 1988 to 2020.The study is classified as exploratory and descriptive, however, the predominant approach is quantitative due to the use of bibliometric techniques to conduct the research. As a result, it is clear that, although the evolution of publications related to the topic shows an evolution that coincides with the popularization of the internet in the 2000s, only in 2009 the interest in the topic came out. It was concluded, that the results of the relationship between the popularization of digital media and the characteristics of Marketing that gave rise to the concept of "Digital Marketing" resulted in an evolution of research on a global scale with peaks of interest after the new protocols to prevent the new Coronavirus (COVID-19).The matters of limitations, note that the universe of research on the subject still low, remaining suggestions for further studies, especially bibliographic and bibliometric studies on the subject, as it can be seen that there has been an increase in publications in recent years, but this number still low.