Revisión de literatura sobre marketing en redes sociales
Palavras-chave:
marketing en redes sociales, árbol de la ciencia, análisis bibliométrico, revisiónResumo
Mediante una búsqueda de literatura en la base de datos Web of Science, sobre investigaciones publicadas en el área del Marketing de Redes Sociales durante las dos últimas décadas, se llevó a cabo un análisis cronológico de los mismos.
Para esto, los documentos fueron analizados a través de la metáfora del árbol de la ciencia, y clasificados en tres categorías: raíces, tronco y hojas. Este análisis permitió identificar la literatura clásica o hegemónica, los documentos estructurales y los más recientes, esto por medio de indicadores de bibliometría.
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