El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica

Este artículo tiene como propósito publicar los resultados de un análisis bibliométrico sobre el marketing digital y su relación con el comercio electrónico, sus principales tendencias, su evolución en la producción científica, principales autores y revistas de publicación. Se empleó una metodología...

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Autores:: Santamaría Ayala, Jefferson
Quiroga Parra, Darío de Jesús
Gómez Tobón , Carmen Eliza

Tipo de recurso:: Article of journal

Fecha de publicación:: 2023

Institución:: Universidad Cooperativa de Colombia

Repositorio:: Repositorio UCC

Idioma:

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dc.title.none.fl_str_mv	El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica
title	El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica
spellingShingle	El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica Marketing digital Comercio electrónico Comercio móvil Comercio en línea Análisis bibliométrico Digital marketing E-commerce Mobile commerce Online commerce Bibliometric analysis
title_short	El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica
title_full	El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica
title_fullStr	El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica
title_full_unstemmed	El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica
title_sort	El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica
dc.creator.fl_str_mv	Santamaría Ayala, Jefferson Quiroga Parra, Darío de Jesús Gómez Tobón , Carmen Eliza
dc.contributor.author.none.fl_str_mv	Santamaría Ayala, Jefferson Quiroga Parra, Darío de Jesús Gómez Tobón , Carmen Eliza
dc.subject.none.fl_str_mv	Marketing digital Comercio electrónico Comercio móvil Comercio en línea Análisis bibliométrico
topic	Marketing digital Comercio electrónico Comercio móvil Comercio en línea Análisis bibliométrico Digital marketing E-commerce Mobile commerce Online commerce Bibliometric analysis
dc.subject.other.none.fl_str_mv	Digital marketing E-commerce Mobile commerce Online commerce Bibliometric analysis
description	Este artículo tiene como propósito publicar los resultados de un análisis bibliométrico sobre el marketing digital y su relación con el comercio electrónico, sus principales tendencias, su evolución en la producción científica, principales autores y revistas de publicación. Se empleó una metodología de revisión bibliométrica en una ventana de observación comprendida entre el año 1.997 y 2.020. En los resultados se reconocieron 480 documentos tipo artículos de investigación procedentes de una ecuación de búsqueda formulada en Scopus de Elsevier y 132 documentos en Web of Science (WoS) de Thompson Reuters. Finalmente, con el software VOSviewer se presenta seis clústeres bibliográficos (CB) donde se identifican posiblemente nuevas líneas de investigación documental y de campo.
publishDate	2023
dc.date.accessioned.none.fl_str_mv	2023-10-13T20:55:38Z
dc.date.available.none.fl_str_mv	2023-10-13T20:55:38Z
dc.date.issued.none.fl_str_mv	2023-10
dc.type.none.fl_str_mv	Artículo
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dc.identifier.issn.none.fl_str_mv	2145-941X
dc.identifier.uri.none.fl_str_mv	https://hdl.handle.net/20.500.12494/52989
dc.identifier.bibliographicCitation.none.fl_str_mv	Santamaría Ayala, J., Quiroga Parra, D. y Gómez Tobón, C. E. (2022). El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica. Pensamiento & Gestión, 53
identifier_str_mv	2145-941X Santamaría Ayala, J., Quiroga Parra, D. y Gómez Tobón, C. E. (2022). El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica. Pensamiento & Gestión, 53
url	https://hdl.handle.net/20.500.12494/52989
dc.relation.isversionof.none.fl_str_mv	https://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/15419
dc.relation.ispartofjournal.none.fl_str_mv	Pensamiento & Gestión
dc.relation.references.none.fl_str_mv	Abdallah, S., & Jaleel, B. (2015). Website appeal: Development of an assessment tool and evaluation framework of e-marketing. Journal of Theoretical and Applied Electronic Commerce Research, 10(3), 46-62. https://doi.org/10.4067/S0718-18762015000300005 Amit, R., & Zott, C. (2001). Value creation in e-business. Strategic management journal, 22(6-7), 493-520. Aswani, R., Ghrera, S. P., Satish, C., & Arpan, K. K. (2017). Outlier detection amon influencer blogs based on off-site web analytics data, 3, 276-288. https://doi.org/10.1007/978-3-319-68557-1 Bai, X., Padman, R., Ramsey, J., & Spirtes, P. (2008). Tabu search-enchanced graphical models for classification in high dimensions. Informs Journal On Computing, 401. Behera, R. K., Gunasekaran, A., Gupta, S., Kamboj, S., & Bala, P. K. (2020). Personalized digital marketing recommender engine. Journal of Retailing and Consumer Services, 53(September 2018), 101799. https://doi.org/10.1016/j.jretconser.2019.03.026 Boon, E., Wild, R., & DeAutels, P. (2013). Teeth whitening, boot camp, and a brewery tour: a practical analysis of 'deal of the day.' Journal of Public Affairs, 13(1), 41-52. https://doi.org/10.1002/pa Bordons, M., & Ángeles Zulueta, M. . (1999). Evaluación de la actividad científica a través de indicadores bibliométricos. Revista Española de Cardiología, 52(10), 790-800 Brauer, C., Reischer, D., & Módritscher, F. (2014). What web analysts can do for human-computer interaction? Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 8527 LNCS, 471-481. https://doi.org/10.1007/978-3-319-07293-7_46 Castro-López, A., Puente, J., & Vázquez-Casielles, R. (2020). ¿Es leal el cliente de moda online? Claves de éxito para maximizar su lealtad en plataformas de venta online. Direccion y Organizacion, 70(70), 68-77. https://doi.org/10.37610/DYO.V0I70.569 Chadha, P., Alavi, S., & Ahuja, V. (2017). Mobile Shopping Apps : Functionalities, consumer adoption, and usage, 7(4). https://doi.org/10.4018/IJCBPL.2017100104 Chen, H., Duan, W., & Zhou, W. (2017). The interplay between free sampling and word of mouth in the online software market. Decision Support Systems, 95, 82-90. Chong, A. Y. L., Ch'ng, E., Liu, M. J., & Li, B. (2017). Predicting consumer product demands via Big Data: the roles of online promotional marketing and online reviews. International Journal of Production Research, 55(17), 5142-5156. https://doi.org/10.1080/00207543.2015.1066519 Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1). https://doi.org/10.2501/IJA-30-1-047-075 Constantinides, E., Brünink, L. A., & Lorenzo-Romero, C. (2015). Customer motives and benefits for participating in online co-creation activities, 9(1), 21-48. Corritore, C. L., Kracher, B. & Wiedenbeck, S. (2003). Online trust: concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58, 737-758. Cummins, S., Peltier, J., & Schibrowsky, J. (2018). Consumer behavior in the online context. The Eletronic Library, 34(1), 1-5. Davis, A., & Khazanchi, D. (2007). The influence of online word of mouth on product sales in retail e-commerce: An empirical investigation. Association for Information Systems - 13th Americas Conference on Information Systems, AMCIS 2007: Reaching New Heights, 3, 2149-2157. Dellarocas, C. (2012). Double Marginalization in Performance-Based Advertising: Double Marginalization in Performance-Based Advertising: Implications and Solutions, (September 2016). Fellenstein, C., & Wood, R. (2000). Exploring E-commerce, Global E-business, and E-societies. Prentice Hall PTR. Fietkiewicz, K. J., Lins, E., Baran, K. S., & Stock, W. G. (2016). Inter-generational comparison of social media use: Investigating the online behavior of different generational cohorts. Proceedings of the Annual Hawaii International Conference on System Sciences, 2016-March, 3829-3838. https://doi.org/10.1109/HICSS.2016.477 Fruchter, G. E., & Tapiero, C. S. (2005). PRICING FOR HETEROGENEOUS CUSTOMERS, 7(2), 137-150. Giroud, A., & Ivarsson, I. (2020). World Investment Report 2020: International production beyond the pandemic. Gubert, X. A. (2019). La industria 4.0, el nuevo motor de la innovación industrial. Dirección y Organización, 69, 99-110. Guinalíu, M. & Jordán, P. (2016). Building trust in the leader of virtual work teams. Spanish Journal of Marketing - ESIC, 20(1), 58-70. http://doi.org/10.1016/j.reimke.2016.01.003 Guo, X., Zheng, X., Ling, L., & Yang, C. (2014). Online coopetition between hotels and online travel agencies: From the perspective of cash back after stay. Tourism Management Perspectives, 12, 104-112. https://doi.org/10.1016/j.tmp.2014.09.005 Idemudia, E. C., Hall, R., & Street, W. O. (2016). The online target advertising design model: a conceptual model to provide theoretical guidelines , insights , and understanding in online target marketplaces and the development of websites and apps, 15(3). Kannan, P.K.; Li, H. (2017) Digital marketing: A framework, review and research agenda. Int. J. Res. Mark. 2017, 34, 22-45. Kaptein, M., & Parvinen, P. (2015). Advancing e-commerce personalization: Process framework and case study. International Journal of Electronic Commerce, 19(3), 7-33. https://doi.org/10.1080/10864415.2015.1000216 Kennedy, E. (1993). I create, you create, we all create - for whom? Marketing Intelligence & Planning, 11(6), 20-21. https://doi.org/10.1108/EUM0000000001126 Laing, A., & Royle, J. (2013). Bookselling online: An examination of consumer behaviour patterns. Publishing Research Quarterly, 29(2), 110-127. https://doi.org/10.1007/s12109-013-9318-3 Langan, R.; Cowley, S.; Nguyen, C. (2019). The State of Digital Marketing in Academia: An Examination of Marketing Curriculum's Response to Digital Disruption. J. Mark. Educ. 2019, 41, 32-46 Laroche, M. (2010). Advances in internet consumer behavior and marketing strategy: Introduction to the special issue. Journal of Business Research, 63(9-10), 1015-1017. http://doi.org/10.1016/jj.jbusres.2009.06.010 Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with Web site success in the context of electronic commerce. Information and Management, 38(1), 23-33. https://doi.org/10.1016/S0378-7206(00)00049-5 Liu, C., Arnett, K. P., Capella, L. M., & Beatty, R. C. (1997). Web sites of the Fortune 500 companies: Facing customers through home pages. Information and Management, 31(6), 335-345. https://doi.org/10.1016/S0378-7206(97)00001-3 Liu, S., Perry, P., & Gadzinski, G. (2019). The implications of digital marketing on WeChat for luxury fashion brands in China. Journal of Brand Management, 26(4), 395-409. https://doi.org/10.1057/s41262-018-0140-2 Magrath, V., & McCormick, H. (2013). Marketing design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management, 17(1), 115-134. https://doi.org/10.1108/13612021311305173 Moral, P., Gonzalez, P., & Plaza, B. (2014). Methodologies for monitoring website performance: Assessing the effectiveness of AdWords campaigns on a tourist SME website. Online Information Review, 38(4), 575-588. https://doi.org/10.1108/OIR-12-2013-0267 Muljani, N.; Ellitan, L. (2019) Developing competitiveness in industrial revolution 4.0. Int. J. Trend Res. Dev. 2019, 6, 1-3. Nabout, A. (2015). A Novel Approach for Bidding on Keywords in Newly Set-up Search Advertising Campaigns. European Journal of Marketing, 668-691 Okazaki, S., & Skapa, R. (2008). Global web site standardization in the new EU member states: Initial observations from Poland and the Czech Republic. European Journal of Marketing, 42(11-12), 1224-1245. https://doi.org/10.1108/03090560810903655 Paris, D. L., Bahari, M., Iahad, N. A., & Ismail, W. (2016). Systematic literature review of e-commerce implementation studies. Journal of Theoretical and Applied Information Technology. Park, C. H. (2017). Online Purchase Paths and Conversion Dynamics across Multiple Websites. Journal of Retailing, 93(3), 253-265. https://doi.org/10.1016/jjretai.2017.04.001 Plaza, B. (2011). Google Analytics for measuring website performance. Tourism Management, 32(3), 477-481. Quiroga-Parra, D. J., Torrent-Sellens, J., Patricia, C., & Zorrilla, M. (2015). Usos de las TIC en América Latina: una caracterización Uses of ICT in Latin America: a characterization. Revista Chilena de Ingeniería, 25(2), 289-305. Retrieved from https://scielo.conicyt.cl/pdf/ingeniare/v25n2/0718-3305-ingeniare-25-01-00289.pdf Rana, A., Bhat, A., & Rani, L. (2015). A classificatory scheme for antecedents of the sources of "online brand equity." Rodríguez-Bolívar, M. P., Alcaide-Muñoz, L., & Cobo, M. J. (2018). Analyzing the scientific evolution and impact of e-Participation research in JCR journals using science mapping. International Journal of Information Management, 40(December 2017), 111-119. https://doi.org/10.1016/j.ijinfomgt.2017.12.011 Rossiter, J.R. (2017). Optimal standard measures for marketing. J. Mark. Manag. 2017, 33, 313-326. Sayadi, M. K., & Makui, A. (2013). Optimal advertising decisions for promoting retail and online channels in a dynamic framework, 00, 1-20. https://doi.org/10.1111/itor.12061 Scharl, A., Dickinger, A., & Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic Commerce Research and Applications, 4(2), 159-173. https://doi.org/10.1016/j.elerap.2004.10.006 Sharma, A., & Sheth, J. N. (2004). Web-based marketing: The coming revolution in marketing thought and strategy. Journal of Business Research , 57(7), 696-702. https://doi.org/10.1016/S0148-2963(02)00350-8 Sharma, R., Ahuja, V., & Alavi, S. (2018). The Future Scope of Netnography and Social Network Analysis in the Field of Marketing. Journal of Internet Commerce, 17(1), 26-45. https://doi.org/10.1080/15332861.2017.1423533 erán-Yépez, E., Marín-Carrillo, G. M., Casado-Belmonte, M. del P., & Capobianco-Uriarte, M. de las M. (2020). Sustainable entrepreneurship: Review of its evolution and new trends. Journal of Cleaner Production, 252, 119742. https://doi.org/10.1016/j.jclepro.2019.119742 Urban, G. L., Amyx, C., & Lorenzon, A. (2009). Online Trust: State of the Art, New Frontiers, and Research Potential. Journal of Interactive Marketing, 23(2), 179-190. https://doi.org/10.1016/j.intmar.2009.03.001 van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523-538. https://doi.org/10.1007/s11192-009-0146-3 Wang, H., Wei, Q., & Chen, G. (2013). From clicking to consideration: A business intelligence approach to estimating consumers' consideration probabilities. Decision Support Systems, 56(1), 397-405. https://doi.org/10.1016/j.dss.2012.10.052 Wu, L. L., Lee, A., & Kuo, Y. K. (2016). The effects of direction of electronic word-of-mouth and tie strength on purchase decisions: Self-construal as the moderator. Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings. Xu, K., Guo, X., Li, J., Lau, R. Y. K., & Liao, S. S. Y. (2012). Discovering target groups in social networking sites: An effective method for maximizing joint influential power. Electronic Commerce Research and Applications, 11(4), 318-334. https://doi.org/10.1016/j.elerap.2012.01.002 Yan, R. (2008). Profit sharing and firm performance in the manufacturer-retailer dual-channel supply chain, 155-172. https://doi.org/10.1007/s10660-008-9020-2 Yeh, Y. S., & Li, Y. M. (2009). Building trust in m-commerce: Contributions from quality and satisfaction. Online Information Review, 33(6), 1066-1086. https://doi.org/10.1108/14684520911011016 Yoon, S. J. (2002). The antecedents and consequences of trust in online-purchase decisions. Journal of Interactive Marketing, 16(2), 47-63
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spelling	Santamaría Ayala, JeffersonQuiroga Parra, Darío de JesúsGómez Tobón , Carmen Eliza532023-10-13T20:55:38Z2023-10-13T20:55:38Z2023-102145-941Xhttps://hdl.handle.net/20.500.12494/52989Santamaría Ayala, J., Quiroga Parra, D. y Gómez Tobón, C. E. (2022). El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica. Pensamiento & Gestión, 53Este artículo tiene como propósito publicar los resultados de un análisis bibliométrico sobre el marketing digital y su relación con el comercio electrónico, sus principales tendencias, su evolución en la producción científica, principales autores y revistas de publicación. Se empleó una metodología de revisión bibliométrica en una ventana de observación comprendida entre el año 1.997 y 2.020. En los resultados se reconocieron 480 documentos tipo artículos de investigación procedentes de una ecuación de búsqueda formulada en Scopus de Elsevier y 132 documentos en Web of Science (WoS) de Thompson Reuters. Finalmente, con el software VOSviewer se presenta seis clústeres bibliográficos (CB) donde se identifican posiblemente nuevas líneas de investigación documental y de campo.The purpose of this article is to publish the results of a bibliometric analysis of digital marketing and its relationship with e-commerce, its main trends, its evolution in scientific production, main authors and journals of publication. A bibliometric review methodology was used in an observation window between 1997 and 2020. The results recognised 480 research article-type documents from a search equation formulated in Elsevier's Scopus and 132 documents in Thompson Reuters' Web of Science (WoS). Finally, with the VOSviewer software, six bibliographic clusters (BC) are presented, where new lines of documentary and field research are possibly identified.jefferson.santamar@campusucc.edu.codario.quirogap@campusucc.edu.coUniversidad Cooperativa de Colombia, Facultad de Ciencias Económicas, Administrativas y Contables, Administración de Empresas, CaliAdministración de EmpresasCalihttps://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/15419Pensamiento & GestiónAbdallah, S., & Jaleel, B. (2015). Website appeal: Development of an assessment tool and evaluation framework of e-marketing. Journal of Theoretical and Applied Electronic Commerce Research, 10(3), 46-62. https://doi.org/10.4067/S0718-18762015000300005Amit, R., & Zott, C. (2001). Value creation in e-business. Strategic management journal, 22(6-7), 493-520.Aswani, R., Ghrera, S. P., Satish, C., & Arpan, K. K. (2017). Outlier detection amon influencer blogs based on off-site web analytics data, 3, 276-288. https://doi.org/10.1007/978-3-319-68557-1Bai, X., Padman, R., Ramsey, J., & Spirtes, P. (2008). Tabu search-enchanced graphical models for classification in high dimensions. Informs Journal On Computing, 401.Behera, R. K., Gunasekaran, A., Gupta, S., Kamboj, S., & Bala, P. K. (2020). Personalized digital marketing recommender engine. Journal of Retailing and Consumer Services, 53(September 2018), 101799. https://doi.org/10.1016/j.jretconser.2019.03.026Boon, E., Wild, R., & DeAutels, P. (2013). Teeth whitening, boot camp, and a brewery tour: a practical analysis of 'deal of the day.' Journal of Public Affairs, 13(1), 41-52. https://doi.org/10.1002/paBordons, M., & Ángeles Zulueta, M. . (1999). Evaluación de la actividad científica a través de indicadores bibliométricos. Revista Española de Cardiología, 52(10), 790-800Brauer, C., Reischer, D., & Módritscher, F. (2014). What web analysts can do for human-computer interaction? Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 8527 LNCS, 471-481. https://doi.org/10.1007/978-3-319-07293-7_46Castro-López, A., Puente, J., & Vázquez-Casielles, R. (2020). ¿Es leal el cliente de moda online? Claves de éxito para maximizar su lealtad en plataformas de venta online. Direccion y Organizacion, 70(70), 68-77. https://doi.org/10.37610/DYO.V0I70.569Chadha, P., Alavi, S., & Ahuja, V. (2017). Mobile Shopping Apps : Functionalities, consumer adoption, and usage, 7(4). https://doi.org/10.4018/IJCBPL.2017100104Chen, H., Duan, W., & Zhou, W. (2017). The interplay between free sampling and word of mouth in the online software market. Decision Support Systems, 95, 82-90.Chong, A. Y. L., Ch'ng, E., Liu, M. J., & Li, B. (2017). Predicting consumer product demands via Big Data: the roles of online promotional marketing and online reviews. International Journal of Production Research, 55(17), 5142-5156. https://doi.org/10.1080/00207543.2015.1066519Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1). https://doi.org/10.2501/IJA-30-1-047-075Constantinides, E., Brünink, L. A., & Lorenzo-Romero, C. (2015). Customer motives and benefits for participating in online co-creation activities, 9(1), 21-48.Corritore, C. L., Kracher, B. & Wiedenbeck, S. (2003). Online trust: concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58, 737-758.Cummins, S., Peltier, J., & Schibrowsky, J. (2018). Consumer behavior in the online context. The Eletronic Library, 34(1), 1-5.Davis, A., & Khazanchi, D. (2007). The influence of online word of mouth on product sales in retail e-commerce: An empirical investigation. Association for Information Systems - 13th Americas Conference on Information Systems, AMCIS 2007: Reaching New Heights, 3, 2149-2157.Dellarocas, C. (2012). Double Marginalization in Performance-Based Advertising: Double Marginalization in Performance-Based Advertising: Implications and Solutions, (September 2016).Fellenstein, C., & Wood, R. (2000). Exploring E-commerce, Global E-business, and E-societies. Prentice Hall PTR.Fietkiewicz, K. J., Lins, E., Baran, K. S., & Stock, W. G. (2016). Inter-generational comparison of social media use: Investigating the online behavior of different generational cohorts. Proceedings of the Annual Hawaii International Conference on System Sciences, 2016-March, 3829-3838. https://doi.org/10.1109/HICSS.2016.477Fruchter, G. E., & Tapiero, C. S. (2005). PRICING FOR HETEROGENEOUS CUSTOMERS, 7(2), 137-150.Giroud, A., & Ivarsson, I. (2020). World Investment Report 2020: International production beyond the pandemic.Gubert, X. A. (2019). La industria 4.0, el nuevo motor de la innovación industrial. Dirección y Organización, 69, 99-110.Guinalíu, M. & Jordán, P. (2016). Building trust in the leader of virtual work teams. Spanish Journal of Marketing - ESIC, 20(1), 58-70. http://doi.org/10.1016/j.reimke.2016.01.003Guo, X., Zheng, X., Ling, L., & Yang, C. (2014). Online coopetition between hotels and online travel agencies: From the perspective of cash back after stay. Tourism Management Perspectives, 12, 104-112. https://doi.org/10.1016/j.tmp.2014.09.005Idemudia, E. C., Hall, R., & Street, W. O. (2016). The online target advertising design model: a conceptual model to provide theoretical guidelines , insights , and understanding in online target marketplaces and the development of websites and apps, 15(3).Kannan, P.K.; Li, H. (2017) Digital marketing: A framework, review and research agenda. Int. J. Res. Mark. 2017, 34, 22-45.Kaptein, M., & Parvinen, P. (2015). 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Journal of Interactive Marketing, 16(2), 47-63Marketing digitalComercio electrónicoComercio móvilComercio en líneaAnálisis bibliométricoDigital marketingE-commerceMobile commerceOnline commerceBibliometric analysisEl marketing digital y su incidencia en el comercio electrónico: una revisión bibliométricaArtículohttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAtribucióninfo:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2PublicationLICENSElicense.txtlicense.txttext/plain; charset=utf-84334https://repository.ucc.edu.co/bitstreams/650ae6ff-644f-4ea1-bab2-f81f3f95490b/download3bce4f7ab09dfc588f126e1e36e98a45MD5120.500.12494/52989oai:repository.ucc.edu.co:20.500.12494/529892024-08-10 17:56:35.698metadata.onlyhttps://repository.ucc.edu.coRepositorio Institucional Universidad Cooperativa de Colombiabdigital@metabiblioteca.comVU5JVkVSU0lEQUQgQ09PUEVSQVRJVkEgREUgQ09MT01CSUEKUkVQT1NJVE9SSU9TIElOU1RJVFVDSU9OQUxFUwpMSUNFTkNJQSBERSBVU08KClBvciBtZWRpbyBkZWwgcHJlc2VudGUgZG9jdW1lbnRvLCBlbCBBdXRvcihlcyksIG1heW9yIChlcykgZGUgZWRhZCwgcXVpZW4gZW4gYWRlbGFudGUgc2UgZGVub21pbmFyw6EgZWwgQVVUT1IsIGNvbmZpZXJlIGEgbGEgVU5JVkVSU0lEQUQgQ09PUEVSQVRJVkEgREUgQ09MT01CSUEsIGNvbiBOSVQuIDg2MC0wMjk5MjQtNywgdW5hIExJQ0VOQ0lBIERFIFVTTyBkZSBvYnJhLCBiYWpvIGxhcyBzaWd1aWVudGVzIGNvbmRpY2lvbmVzLgoKQ0zDgVVTVUxBUwoKUFJJTUVSQS4gT2JqZXRvLiBFTCBBVVRPUiBwb3IgZXN0ZSBhY3RvIGF1dG9yaXphIGxhIHV0aWxpemFjacOzbiBkZSBsYSBvYnJhLCBkZSBjb25mb3JtaWRhZCBjb24gbG8gZXN0aXB1bGFkbyBhIGNvbnRpbnVhY2nDs246IAoKKGEpIFBhcmEgZWZlY3RvcyBkZSBsYSBwcmVzZW50ZSBsaWNlbmNpYSBzZSBhdXRvcml6YSBsYSByZXByb2R1Y2Npw7NuIGRlIGxhIG9icmEgYW50ZXJpb3JtZW50ZSBjaXRhZGEsIGxhIGN1YWwgc2UgYWxvamFyw6EgZW4gZm9ybWF0byBkaWdpdGFsIGVuIGxhcyBwbGF0YWZvcm1hcyBvIHJlcG9zaXRvcmlvcyBhZG1pbmlzdHJhZG9zIHBvciBsYSBVTklWRVJTSURBRCBvIGVuIG90cm8gdGlwbyBkZSByZXBvc2l0b3Jpb3MgZXh0ZXJub3MgbyBww6FnaW5hcyB3ZWIgZXNjb2dpZG9zIHBvciBsYSBVTklWRVJTSURBRCwgcGFyYSBmaW5lcyBkZSBkaWZ1c2nDs24geSBkaXZ1bGdhY2nDs24uIEFkaWNpb25hbG1lbnRlLCBzZSBhdXRvcml6YSBhIHF1ZSBsb3MgdXN1YXJpb3MgaW50ZXJub3MgeSBleHRlcm5vcyBkZSBkaWNoYXMgcGxhdGFmb3JtYXMgbyByZXBvc2l0b3Jpb3MgcmVwcm9kdXpjYW4gbyBkZXNjYXJndWVuIGxhIG9icmEsIHNpbiDDoW5pbW8gZGUgbHVjcm8sIHBhcmEgZmluZXMgcHJpdmFkb3MsIGVkdWNhdGl2b3MgbyBhY2Fkw6ltaWNvczsgc2llbXByZSB5IGN1YW5kbyBubyBzZSB2aW9sZW4gYWN1ZXJkb3MgY29uIGVkaXRvcmVzLCBwZXJpb2RvcyBkZSBlbWJhcmdvIG8gYWN1ZXJkb3MgZGUgY29uZmlkZW5jaWFsaWRhZCBxdWUgYXBsaXF1ZW4uCgooYikgU2UgYXV0b3JpemEgbGEgY29tdW5pY2FjacOzbiBww7pibGljYSB5IGxhIHB1ZXN0YSBhIGRpc3Bvc2ljacOzbiBkZSBsYSBvYnJhIG1lbmNpb25hZGEsIGVuIGFjY2VzbyBhYmllcnRvLCBwYXJhIHN1IHV0aWxpemFjacOzbiBlbiBsYXMgcGxhdGFmb3JtYXMgbyByZXBvc2l0b3Jpb3MgYWRtaW5pc3RyYWRvcyBwb3IgbGEgVU5JVkVSU0lEQUQuCgooYykgTG8gYW50ZXJpb3IgZXN0YXLDoSBzdWpldG8gYSBsYXMgZGVmaW5pY2lvbmVzIGNvbnRlbmlkYXMgZW4gbGEgRGVjaXNpw7NuIEFuZGluYSAzNTEgZGUgMTk5MyB5IGxhIExleSAyMyBkZSAxOTgyLgoKClNFR1VOREEuIE9yaWdpbmFsaWRhZCB5IHJlY2xhbWFjaW9uZXMuIEVsIEFVVE9SIGRlY2xhcmEgcXVlIGxhIE9CUkEgZXMgb3JpZ2luYWwgeSBxdWUgZXMgZGUgc3UgY3JlYWNpw7NuIGV4Y2x1c2l2YSwgbm8gZXhpc3RpZW5kbyBpbXBlZGltZW50byBkZSBjdWFscXVpZXIgbmF0dXJhbGV6YSAoZW1iYXJnb3MsIHVzbyBkZSBtYXRlcmlhbCBwcm90ZWdpZG8gcG9yIGRlcmVjaG9zIGRlIGF1dG9yKSBwYXJhIGxhIGNvbmNlc2nDs24gZGUgbG9zIGRlcmVjaG9zIHByZXZpc3RvcyBlbiBlc3RlIGFjdWVyZG8uIEVsIEFVVE9SIHJlc3BvbmRlcsOhIHBvciBjdWFscXVpZXIgYWNjacOzbiBkZSByZWl2aW5kaWNhY2nDs24sIHBsYWdpbyB1IG90cmEgY2xhc2UgZGUgcmVjbGFtYWNpw7NuIHF1ZSBhbCByZXNwZWN0byBwdWRpZXJhIHNvYnJldmVuaXIuCgpURVJDRVJBLiBDb250cmFwcmVzdGFjacOzbi4gRWwgQVVUT1IgYXV0b3JpemEgYSBxdWUgc3Ugb2JyYSBzZWEgdXRpbGl6YWRhIGRlIGNvbmZvcm1pZGFkIGNvbiBsYSBjbMOhdXN1bGEgUFJJTUVSQSBkZSBmb3JtYSBncmF0dWl0YSwgZXMgZGVjaXIsIHF1ZSBsYSB1dGlsaXphY2nDs24gZGUgbGEgbWlzbWEgbm8gZ2VuZXJhIG5pbmfDum4gcGFnbyBvIHJlZ2Fsw61hcyBlbiBmYXZvciBkZSBlc3RlLgoKQ1VBUlRBLiBUaXR1bGFyaWRhZCBkZSBkZXJlY2hvcy4gRWwgcHJlc2VudGUgY29udHJhdG8gbm8gdHJhbnNmaWVyZSBsYSB0aXR1bGFyaWRhZCBkZSBsb3MgZGVyZWNob3MgcGF0cmltb25pYWxlcyBzb2JyZSBsYXMgb2JyYXMgYW50ZXJpb3JtZW50ZSBtZW5jaW9uYWRhcyBhIGxhIFVOSVZFUlNJREFELiDDmm5pY2FtZW50ZSBoYWNlIHJlbGFjacOzbiBhIHVuYSBsaWNlbmNpYSBubyBleGNsdXNpdmEgZW4gbG9zIHTDqXJtaW5vcyB5IGNvbmRpY2lvbmVzIGFudGVyaW9ybWVudGUgcGFjdGFkb3MuCgpRVUlOVEEuIENyw6lkaXRvcy4gTGEgVU5JVkVSU0lEQUQgc2UgY29tcHJvbWV0ZSBhIGRhciBhbCBBVVRPUiwgZWwgcmVjb25vY2ltaWVudG8gZGVudHJvIGNhZGEgZm9ybWEgZGUgdXRpbGl6YWNpw7NuIGVuIGxhIG9icmEuIExvcyBjcsOpZGl0b3MgZGViZW4gZmlndXJhciBlbiBjYWRhIHVubyBkZSBsb3MgZm9ybWF0b3MgbyByZWdpc3Ryb3MgZGUgcHVibGljYWNpw7NuLiBObyBjb25zdGl0dWlyw6EgdW5hIHZpb2xhY2nDs24gYSBsb3MgZGVyZWNob3MgbW9yYWxlcyBkZWwgYXV0b3IgbGEgbm8gcmVwcm9kdWNjacOzbiwgY29tdW5pY2FjacOzbiBvIGRlbcOhcyB1dGlsaXphY2lvbmVzIGRlIGxhIG9icmEuIExhIHV0aWxpemFjacOzbiBvIG5vIGRlIGxhIG9icmEsIGFzw60gY29tbyBzdSBmb3JtYSBkZSB1dGlsaXphY2nDs24gc2Vyw6EgZmFjdWx0YWQgZXhjbHVzaXZhIGRlIGxhIFVOSVZFUlNJREFELgogClNFWFRBLiBEdXJhY2nDs24geSB0ZXJyaXRvcmlvLiBMYSBwcmVzZW50ZSBsaWNlbmNpYSBkZSB1c28gcXVlIHNlIG90b3JnYSBhIGZhdm9yIGRlIGxhIFVOSVZFUlNJREFEIHRlbmRyw6EgdW5hIGR1cmFjacOzbiBlcXVpdmFsZW50ZSBhbCB0w6lybWlubyBkZSBwcm90ZWNjacOzbiBsZWdhbCBkZSBsYSBvYnJhIHkgcGFyYSB0b2RvcyBsb3MgcGHDrXNlcyBkZWwgbXVuZG8uCgpTw4lQVElNQS4gVXNvIGRlIENyZWF0aXZlIENvbW1vbnMuIEVsIEFVVE9SIGF1dG9yaXphcsOhIGxhIGRpZnVzacOzbiBkZSBzdSBjb250ZW5pZG8gYmFqbyB1bmEgbGljZW5jaWEgQ3JlYXRpdmUgQ29tbW9ucyBhdHJpYnVjacOzbiA0LjAgaW50ZXJuYWNpb25hbCwgcXVlIGRlYmVyw6EgaW5jbHVpcnNlIGVuIGVsIGNvbnRlbmlkby4gCgpPQ1RBVkEuIERlcmVjaG8gZGUgZXhjbHVzacOzbi4gQ2FkYSBhdXRvciBwdWVkZSBpbmRpY2FyIGVuIGVsIG1vbWVudG8gZGUgZGVww7NzaXRvIGRlbCBjb250ZW5pZG8gcXVlIGVsIHRleHRvIGNvbXBsZXRvIGRlIGxhIHByb2R1Y2Npw7NuIGFjYWTDqW1pY2EgbyBjaWVudMOtZmljYSBubyBlc3RlIGNvbiBhY2Nlc28gYWJpZXJ0byBlbiBlbCBSZXBvc2l0b3JpbyBJbnN0aXR1Y2lvbmFsIHBvciBtb3Rpdm9zIGRlIGNvbmZpZGVuY2lhbGlkYWQsIHBvcnF1ZSBzZSBlbmN1ZW50cmUgZW4gdsOtYXMgZGUgb2J0ZW5lciB1biBkZXJlY2hvIGRlIHByb3BpZWRhZCBpbmR1c3RyaWFsIG8gZXhpc3RpciBhY3VlcmRvcyBwcmV2aW9zIGNvbiB0ZXJjZXJvcyAoZWRpdG9yaWFsZXMsIHJldmlzdGFzIGNpZW50w61maWNhcywgb3RyYXMgaW5zdGl0dWNpb25lcykuIEVsIGF1dG9yIHNlIGNvbXByb21ldGUgYSBkZXBvc2l0YXIgbG9zIG1ld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El marketing digital y su incidencia en el comercio electrónico: una revisión bibliométrica

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