Tendencias del marketing digital en Iberoamérica: Análisis bibliométrico en Scopus con VOSviewer (2017–2025)
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Este artículo presenta un análisis bibliométrico de la producción académica en marketing digital entre 2017 y 2025, extraída de la base de datos Scopus. La búsqueda se delimitó por idioma (español e inglés), tipo de documento (artículos, capítulos de libro y ponencias), y áreas del conocimiento (negocios, informática y artes). Se recopilaron 6.436 documentos que fueron analizados utilizando el software VOSviewer para identificar redes de coocurrencia de palabras clave, coautorías y fuentes más citadas. Los hallazgos revelan una creciente atención hacia temas como redes sociales, comercio electrónico y pequeñas y medianas empresas (Pymes). Estados Unidos, India y España destacan como los países más productivos. Las universidades de Asia y Europa lideran en afiliaciones. Este estudio ofrece una visión general de las tendencias actuales, vacíos temáticos y oportunidades futuras de investigación en el campo del marketing digital.
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