DIGITAL MARKETING STRATEGIES THROUGH SOCIAL NETWORKS IN THE CONTEXT OF LATIN AMERICAN SMES.

Received: 19.09.2021; Revised: 28.10.2021, Accepted: 26.11.2021, Published Online: 20.12.2021

Diego Tapia Núñez

Universidad Estatal de Milagro (UNEMI). Ecuador, dtapian2@unemi.edu.ec

https://orcid.org/0000-0002-2815-7195

Rubén Jaime Huancapaza Cora

Universidad Privada de Tacna -Perú, rubhuancapazac@upt.pe

https://orcid.org/0000-0003-3736-4767

Pedro Pablo Saquicoray Avila

Universidad Nacional Hermilio Valdizan, Huánuco – Perú, psaquicoaray@unheval.edu.pe

https://orcid.org/0000-0001-8700-4001

Giancarlo Remigio Enríquez Medina

Universidad Nacional Autónoma de Tayacaja, Huancavelica – Perú, giancarloenriquez@unat.edu.pe

https://orcid.org/0000-0002-8726-1662

Javier Gonzalo López y Morales

Universidad Nacional Hermilio Valdizán, Huánuco – Perú.

jlopez@unheval.edu.pe, https://orcid.org/0000-0001-8408-6451

Niker Jhon Salinas Alejandro

Universidad Nacional Hermilio Valdizán, Huánuco – Perú, nikersalinas@unheval.edu.pe

https://orcid.org/0000-0003-1355-0020

Ismael Fernando Valencia Bustamante

Universidad Ricardo Palma, Perú, ismael.valencia@urp.edu.pe

https://orcid.org/0000-0003-1097-3941

 Abstract

A documentary review was carried out on the production and publication of research papers related to the study of the variables Digital Marketing Strategies and Social Networks. The purpose of the bibliometric analysis proposed in this document is to know the main characteristics of the volume of publications registered in Scopus database during the period 2015-2020 in Latin American countries, achieving the identification of 44 publications. The information provided by said platform was organized by means of tables and figures categorizing the information by Year of Publication, Country of Origin, Area of Knowledge and Type of Publication. Once these characteristics were described, the position of different authors regarding the proposed topic was referenced by means of a qualitative analysis. Among the main findings of this research, it is found that Brazil, with 24 publications, is the Latin American country with the highest production. The area of knowledge that made the greatest contribution to the construction of bibliographic material related to the study of Digital Marketing Strategies through social networks in the context of Latin American SMEs was Computer Science with 17 published documents, and the type of publication that was most used during the period mentioned above was the journal article, which represents 72% of the total scientific production.

Keywords: Digital Marketing, Social Networks, SMEs.