Big data in marketing: trends and challenges from a bibliometric approach

Authors

DOI:

https://doi.org/10.22458/rna.v16iE2.6014

Keywords:

Database, marketing, bibliometrics

Abstract

This article is part of a project focusing on the use of big data (BDA) in management. The objective was to evaluate the impact of applying BDA to marketing using a bibliometric approach. To this end, an analysis based on Biblioshiny and VOSviewer was conducted. This approach is an alternative way to study specialized literature on the subject. This study is among the first Latin American research to examine trends, challenges, and gaps in the application of BDA in marketing. The findings revealed that research in this field is still in its early stages.

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Published

2025-12-11

How to Cite

Sansores-Guerrero, E. A., & Navarrete-Marneou, J. E. (2025). Big data in marketing: trends and challenges from a bibliometric approach. National Administration Journal, 16(E2), e6014 . https://doi.org/10.22458/rna.v16iE2.6014

Issue

Vol. 16 No. E2 (2025): Revista Nacional de Administración

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