Análisis cienciométrico, árbol de la ciencia y perspectivas de investigación del branding y el marketing digital
Scientometric analysis, science tree and research perspectives of digital branding and marketing
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Este estudio realiza un análisis cienciométrico del branding y el marketing digital, identificando sus perspectivas de investigación y construyendo el Árbol de la Ciencia. Se analizaron 650 artículos de Scopus y Web of Science usando Bibliometrix, Tree of Science, Gephi y principios de la declaración PRISMA. Los resultados evidencian un crecimiento anual en la producción científica, con énfasis en personalización, experiencia de marca, rol del consumidor e impacto de los influencers. Se observa una transición desde modelos clásicos como el CBBE hacia enfoques actuales centrados en comunidades digitales, redes sociales e inteligencia artificial. Asimismo, se destaca la necesidad de investigaciones comparativas y longitudinales, así como la inclusión de variables moderadoras como edad, género y experiencia del cliente. La originalidad de la investigación radica en la integración de herramientas cienciométricas para ofrecer una visión estructurada y multidisciplinaria, facilitando la identificación de líneas futuras en un campo en constante transformación.
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