What is digital transformation in Marketing? A bibliometric and scientometric analysis of an evolving topic
Autor(a) principal: | |
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Data de Publicação: | 2023 |
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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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REMark - Revista Brasileira de Marketing |
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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 |
_version_ |
1799138639771336704 |