DIGITAL MARKETING AND ITS INFLUENCE ON BUSINESS MANAGEMENT
Abstract
A documentary review was conducted on the production and publication of research papers on the study of the digital marketing variable and its influence on business administration in Latin America. The purpose of the bibliometric analysis proposed in this document is to know the main characteristics of the volume of publications registered in Scopus database during the period 2016-2021 in Latin American countries, achieving the identification of 58 publications. The information provided by said platform was organized by means of graphs and figures categorizing the information by Year of Publication, Country of Origin, Area of Knowledge and Type of Publication. Once these characteristics were described, a qualitative analysis was used to refer to the position of different authors on the proposed topic. Among the main findings of this research, it is found that Brazil, with 16 publications, is the Latin American country with the highest production. The area of knowledge that made the greatest contribution to the construction of bibliographic material related to the study of digital marketing and its influence on business administration was Business with 29 published documents, and the type of publication that was most used during the period mentioned above was the journal article, which represents 52% of the total scientific production.
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