Attitudes Towards the Use of Social Media as a Tool for Marketing

Open access


The accelerated progress of Information and Communication Technologies (ICTs) has made that marketing strategies are strengthened through the construction, personalization and socialization of information, which is one of the main dynamic social media. The aim of this article is to identify the trends and evolution of attitudes towards the use of social media as a marketing tool. For this, a bibliometric analysis was developed, divided into two stages: obtaining information (database and search equation), and obtaining bibliometric indicators (quantity, quality and structure) between 2008 and 2016. Among the results it is observed that increasing topics are centered on: Consumer Attitude, Health, Advertizing, Communication y Consumer Behavior.

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