Big data in marketing: trends and challenges from a bibliometric approach
Gorde:
| Egileak: | , |
|---|---|
| Formatua: | artículo original |
| Egoera: | Versión publicada |
| Argitaratze data: | 2025 |
| Deskribapena: | 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. |
| Herria: | Portal de Revistas UNED |
| Erakundea: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| Hizkuntza: | Español |
| OAI Identifier: | oai:revistas.investiga.uned.ac.cr:article/6014 |
| Sarrera elektronikoa: | https://revistas.uned.ac.cr/index.php/rna/article/view/6014 |
| Gako-hitza: | Base de datos mercadotecnia bibliometría Database marketing bibliometrics Banco de dados bibliometria Base de données bibliométrie |