Big data in marketing: trends and challenges from a bibliometric approach
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| المؤلفون: | , |
|---|---|
| التنسيق: | artículo original |
| الحالة: | Versión publicada |
| تاريخ النشر: | 2025 |
| الوصف: | This article is part of a project focusing on the use of big data (BDA) in management. The objective was to evaluate the impact of applying BDA to marketing using a bibliometric approach. To this end, an analysis based on Biblioshiny and VOSviewer was conducted. This approach is an alternative way to study specialized literature on the subject. This study is among the first Latin American research to examine trends, challenges, and gaps in the application of BDA in marketing. The findings revealed that research in this field is still in its early stages. |
| البلد: | Portal de Revistas UNED |
| المؤسسة: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| اللغة: | Español |
| OAI Identifier: | oai:revistas.investiga.uned.ac.cr:article/6014 |
| الوصول للمادة أونلاين: | https://revistas.uned.ac.cr/index.php/rna/article/view/6014 |
| كلمة مفتاحية: | Base de datos mercadotecnia bibliometría Database marketing bibliometrics Banco de dados bibliometria Base de données bibliométrie |