Big data in marketing: trends and challenges from a bibliometric approach
সংরক্ষণ করুন:
| লেখক: | , |
|---|---|
| বিন্যাস: | artículo original |
| বর্তমান অবস্থা: | Versión publicada |
| প্রকাশনার তারিখ: | 2025 |
| বিবরন: | 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. |
| দেশ: | Portal de Revistas UNED |
| প্রতিষ্ঠান: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| ভাষা: | Español |
| OAI Identifier: | oai:revistas.investiga.uned.ac.cr:article/6014 |
| অনলাইন ব্যবহার করুন: | https://revistas.uned.ac.cr/index.php/rna/article/view/6014 |
| মুখ্য শব্দ: | Base de datos mercadotecnia bibliometría Database marketing bibliometrics Banco de dados bibliometria Base de données bibliométrie |