Copyright (c) 2025 Revista Científica Guacamaya
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The objective of this article is to describe the contributions that Big Data has made to the marketing discipline from a literature review perspective. To achieve this objective, the marketing theory was addressed in its phases from 1.0 to 5.0, using as a reference the Elsevier Scopus database in which 5 query strings were written containing the terms “Big Data” and “marketing” (in its phases: 1.0, 2.0, 3.0, 4.0 and 5.0 separately). A search period was not established as a criterion because the aim was to capture all scientific production on this topic. The data were exported in CSV format (comma-separated values). The Bibliometrix program was used to obtain the bibliometric indicators to be measured. The results reveal that the longest period of publications covers 18 years with 42%, on the subject of marketing 2.0 and Big Data. At the same stage of marketing (2.0) and Big Data, the highest rate of international co-authorships (37.50%) and average number of citations per document (32.79) are shown. It is concluded that Big Data has been present in the evolution of marketing, mainly from 2.0 to 5.0, its contributions to this discipline have allowed companies to develop effective marketing strategies adapted to the changes that occur in the environment and companies have managed to implement digital marketing when carrying out advertising campaigns.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
