Digital Marketing in the Contemporary Era – Strategies, Trends and Impact on Consumer Behaviour

Digital marketing has become an essential pillar of commercial communication in the contemporary era, transforming the way brands interact with consumers. Through digital channels such as social media, search engines, email marketing, or influencer marketing, companies can reach their target audience in a more efficient, personalized, and interactive way. Given the growing importance of this field, it is essential to have a thorough understanding of the directions in which digital marketing is evolving and how it is approached in the literature. In this context, to conduct this study, we built a database from Web of Science, using VOSviewer software to generate a bibliometric map. This analysis allowed us to explore the predominant themes in recent academic literature, highlighting research trends and interconnections between keywords associated with digital marketing. The purpose of this research is to identify the main areas of scientific interest, the conceptual evolution of digital marketing, and how modern strategies influence consumer behavior in the digital age. This bibliometric approach provides an overview of the current academic landscape, facilitating a deeper understanding of how digital marketing is evolving, identifying areas of intense study and gaps in research that may represent future opportunities.