Big data in marketing: trends and challenges from a bibliometric approach
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| Συγγραφείς: | , |
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| Μορφή: | artículo original |
| Κατάσταση: | Versión publicada |
| Ημερομηνία έκδοσης: | 2025 |
| Περιγραφή: | 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. |
| Χώρα: | Portal de Revistas UNED |
| Ίδρυμα: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| Γλώσσα: | Español |
| OAI Identifier: | oai:revistas.investiga.uned.ac.cr:article/6014 |
| Διαθέσιμο Online: | https://revistas.uned.ac.cr/index.php/rna/article/view/6014 |
| Λέξη-Κλειδί : | Base de datos mercadotecnia bibliometría Database marketing bibliometrics Banco de dados bibliometria Base de données bibliométrie |