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Digital marketing is one of the main strategies that companies are using today to publicize their products and services on the Internet. This paper shows a bibliometric analysis of this term for the period 2015-2022. To carry out this process, the sciencedirect.com database was accessed, in which the scientific production of 8 years related to this concept was analyzed. The keyword used was digital marketing, the established search criteria were limited to title, abstract or keywords specified by the author. As a result, 500 articles were obtained, of which 41 are review and 459 are research. The thematic areas in which found in these publications are business administration and accounting, social sciences, psychology, computer science, decision sciences, medicine and dentistry, engineering, agricultural and biological sciences, arts and humanities, economics, econometrics and finance. A bibliometric map was built using the vosviewer tool in which 7 clusters grouped by keywords can be seen. Cluster 1 and 2 show the highest keyword grouping (9 items). Cluster 3 grouped: 8 items, cluster 4, 5 and 6: 5 items and cluster 7: 4 items. The largest number of publications appears in the year 2021, for this reason it is concluded that that year positioning strategies were sought for companies in times of pandemic and digital marketing was one of them.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
