Tendencias en el marketing social: un análisis bibliométrico de los últimos cinco años (2019-2024)
Palavras-chave:
Marketing Social, Impacto Social, Comportamiento del Consumidor, SostenibilidadResumo
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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