Digital Marketing and E-Commerce a Bibliometric Analysis

In today's economy, electronic commerce is playing a fundamental role, positioning itself as one of the main means for the consumption of different users. Rooted to this type of consumer behavior, are associated the concepts of Digital Marketing with which it seeks to deepen the consumption strategies and predisposition to the use of different customers. In recent years, these two terms have gained great relevance in the academic world of the social and business environment. For this reason, a bibliometric analysis has been carried out with the aim of substantiating the main academic contributions to date and providing future lines of research in these areas. The methodologies used in the study combine quantitative techniques and scientific mapping, providing greater depth and clarity. With this, the relevance of these studies has been observed, highlighting the large number of publications and citations in recent years. In the same way, the involvement of large institutions such as the University of London, Massachusetts Institute of Technology, Hong Kong Polytechnic University, among others, has been revealed. The involvement of major journals such as the Journal of Marketing, Journal of Marketing Research, Journal of Business Research, Mis Quarterly and International Journal of Information Management has also been highlighted. Finally, different future lines of research have been proposed, such as: research on innovation strategies of Digital Marketing and E-Commerce systems in digital platforms and social networks; implementation of models of knowledge of user satisfaction; economic markets, competition and design of environments for the evolution of E-Commerce.