What is digital transformation in Marketing? A bibliometric and scientometric analysis of an evolving topic

Detalhes bibliográficos
Autor(a) principal: Fernandes, Aleixo
Data de Publicação: 2023
Outros Autores: Gabriel, Marcelo L. D. S.
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/23979
Resumo: Purpose:  To highlight the major emerging trends and the author’s intellectual and social structure, amongst other indicators about digital transformation in marketing.  Method: This is a bibliometric and scientometric work. Originality/Relevance: This work compiles previous research about digital transformation and how it has been used in marketing, accessing emerging topics and gaps not being addressed in previous studies, being a valuable reference for researchers who intend to contribute with this research area. Results: This work shows emerging trends in marketing practices considering digital transformation, the most productive/influential documents, authors, journals, and organizations, most frequently used keywords, authorship patterns and potential areas of research related with Digital Transformation practices in marketing. Theoretical/methodological contributions:  This study contributes to overall understanding of the knowledge structure of D.T. in marketing based on quantitative and graphical knowledge mapping analyses, implying the growing engagement of D.T. in marketing and suggestions for future research.
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spelling What is digital transformation in Marketing? A bibliometric and scientometric analysis of an evolving topicO que é transformação digital no Marketing? Uma análise bibliométrica e cienciométrica de um tema em evoluçãoDigital transformationMarketingBibliometricScientometricState of artTransformação digitalMarketingBibliometriaCienciometriaEstado da artePurpose:  To highlight the major emerging trends and the author’s intellectual and social structure, amongst other indicators about digital transformation in marketing.  Method: This is a bibliometric and scientometric work. Originality/Relevance: This work compiles previous research about digital transformation and how it has been used in marketing, accessing emerging topics and gaps not being addressed in previous studies, being a valuable reference for researchers who intend to contribute with this research area. Results: This work shows emerging trends in marketing practices considering digital transformation, the most productive/influential documents, authors, journals, and organizations, most frequently used keywords, authorship patterns and potential areas of research related with Digital Transformation practices in marketing. Theoretical/methodological contributions:  This study contributes to overall understanding of the knowledge structure of D.T. in marketing based on quantitative and graphical knowledge mapping analyses, implying the growing engagement of D.T. in marketing and suggestions for future research.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.Universidade Nove de Julho - Uninove2023-12-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2397910.5585/remark.v22i4.23979ReMark - Revista Brasileira de Marketing; v. 22 n. 4 (2023): Special Issue Marketing and Digital Transformation; 1336-14202177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/23979/10536Copyright (c) 2023 ReMark - Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessFernandes, AleixoGabriel, Marcelo L. D. S.2023-12-29T19:42:22Zoai:ojs.periodicos.uninove.br:article/23979Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2023-12-29T19:42:22REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv What is digital transformation in Marketing? A bibliometric and scientometric analysis of an evolving topic
O que é transformação digital no Marketing? Uma análise bibliométrica e cienciométrica de um tema em evolução
title What is digital transformation in Marketing? A bibliometric and scientometric analysis of an evolving topic
spellingShingle What is digital transformation in Marketing? A bibliometric and scientometric analysis of an evolving topic
Fernandes, Aleixo
Digital transformation
Marketing
Bibliometric
Scientometric
State of art
Transformação digital
Marketing
Bibliometria
Cienciometria
Estado da arte
title_short What is digital transformation in Marketing? A bibliometric and scientometric analysis of an evolving topic
title_full What is digital transformation in Marketing? A bibliometric and scientometric analysis of an evolving topic
title_fullStr What is digital transformation in Marketing? A bibliometric and scientometric analysis of an evolving topic
title_full_unstemmed What is digital transformation in Marketing? A bibliometric and scientometric analysis of an evolving topic
title_sort What is digital transformation in Marketing? A bibliometric and scientometric analysis of an evolving topic
author Fernandes, Aleixo
author_facet Fernandes, Aleixo
Gabriel, Marcelo L. D. S.
author_role author
author2 Gabriel, Marcelo L. D. S.
author2_role author
dc.contributor.author.fl_str_mv Fernandes, Aleixo
Gabriel, Marcelo L. D. S.
dc.subject.por.fl_str_mv Digital transformation
Marketing
Bibliometric
Scientometric
State of art
Transformação digital
Marketing
Bibliometria
Cienciometria
Estado da arte
topic Digital transformation
Marketing
Bibliometric
Scientometric
State of art
Transformação digital
Marketing
Bibliometria
Cienciometria
Estado da arte
description Purpose:  To highlight the major emerging trends and the author’s intellectual and social structure, amongst other indicators about digital transformation in marketing.  Method: This is a bibliometric and scientometric work. Originality/Relevance: This work compiles previous research about digital transformation and how it has been used in marketing, accessing emerging topics and gaps not being addressed in previous studies, being a valuable reference for researchers who intend to contribute with this research area. Results: This work shows emerging trends in marketing practices considering digital transformation, the most productive/influential documents, authors, journals, and organizations, most frequently used keywords, authorship patterns and potential areas of research related with Digital Transformation practices in marketing. Theoretical/methodological contributions:  This study contributes to overall understanding of the knowledge structure of D.T. in marketing based on quantitative and graphical knowledge mapping analyses, implying the growing engagement of D.T. in marketing and suggestions for future research.
publishDate 2023
dc.date.none.fl_str_mv 2023-12-18
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/23979
10.5585/remark.v22i4.23979
url https://periodicos.uninove.br/remark/article/view/23979
identifier_str_mv 10.5585/remark.v22i4.23979
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/23979/10536
dc.rights.driver.fl_str_mv Copyright (c) 2023 ReMark - Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 ReMark - Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 22 n. 4 (2023): Special Issue Marketing and Digital Transformation; 1336-1420
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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