Promotional digital marketing strategies with social networks

Bibliometric analysis of digital strategies through Facebook and Instagram

Authors

  • Cristina Marín Palacios ESIC University / ESIC Business and Marketing School
  • María Botey Fullat ESIC University / ESIC Business and Marketing School

DOI:

https://doi.org/10.37467/revtechno.v11.4393

Keywords:

E-marketing, Promotional strategies, Facebook, Instagram, Scopus, WOSviewer, Machine learning

Abstract

Promotional strategies have an increasing impact on sales, being strongly transformed with the debelopment of social networks. This study is to provide a bibliometric analysis of promotional marketing strategies highlighting the new associated social networks.
It is made on a selection of Scopus articles (with VOSviewer, words: marketing, promotion, Facebook or Instagram) obtaining 271 publications (2008 to 2022).
A strategy shift towards data mining and machine learning is detected in Instagram. This study concludes with insights that can help managers to drive marketing strategies in their companies.

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Published

2022-12-28

How to Cite

Marín Palacios, C., & Botey Fullat, M. (2022). Promotional digital marketing strategies with social networks: Bibliometric analysis of digital strategies through Facebook and Instagram. TECHNO REVIEW. International Technology, Science and Society Review /Revista Internacional De Tecnología, Ciencia Y Sociedad, 12(1), 1–11. https://doi.org/10.37467/revtechno.v11.4393

Issue

Vol. 12 No. 1 (2022): Monograph: "What is new in Social Networking 2.0, 3.0 and 4.0?"

Section

Research Articles (Special Issue)

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