Vol. 16 Núm. 1 (2025): REVISTA AGLALA
Artículos Cientificos

Tendencias en el marketing social: un análisis bibliométrico de los últimos cinco años (2019-2024)

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  • Valentina Villegas Castaño,
  • Johanna Peláez-Higuera
Valentina Villegas Castaño
Universidad de Manizales
Johanna Peláez-Higuera
Universidad de Manizales

Publicado 2025-06-28

Palabras clave

  • Marketing Social,
  • Impacto Social,
  • Comportamiento del Consumidor,
  • Sostenibilidad

Cómo citar

Villegas Castaño, V., & Peláez-Higuera, J. (2025). Tendencias en el marketing social: un análisis bibliométrico de los últimos cinco años (2019-2024). Aglala, 16(1), 36–54. Recuperado a partir de https://revistas.uninunez.edu.co/index.php/aglala/article/view/2587
Aviso de derechos de autor/a

Resumen

El marketing social utiliza principios y técnicas de marketing para influir en el comportamiento del público objetivo, beneficiando tanto a la sociedad como al individuo. Esta investigación analiza las principales tendencias en marketing social según la literatura de los últimos cinco años. Se utilizó una base de datos de 1002 artículos, procesados con VOSviewer para realizar análisis de coautoría, coocurrencia y citaciones, destacando a los principales autores, organizaciones importantes y documentos seminales en el campo. Las tendencias identificadas muestran una fuerte relación entre sostenibilidad, cambio climático y el uso del marketing social como herramienta para aumentar la conciencia sobre problemáticas compartidas por la humanidad.

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