Tendencias de marketing digital para emprendedores sociales basados en plataformas digitales
DOI:
https://doi.org/10.30827/eticanet.v23i1.27709Palabras clave:
tendencias marketing digital, plataformas digitales, emprendimiento social.Resumen
El objetivo de esta investigación es determinar las tendencias en marketing digital que puedan aplicarse al emprendimiento social basado en plataformas digitales. Se aborda el uso de tecnologías como la inteligencia artificial, la realidad virtual y la realidad aumentada. Es un rango de posibilidades para emprender en la economía digital potenciando la creación de soluciones a problemáticas sociales. Sin embargo, deben conocerse los retos y desafíos para implementar con éxito las últimas tendencias en marketing digital para el emprendimiento social, para construir propuestas de valor de gran impacto y escalabilidad. Esto requiere de un conocimiento actual del estado del arte en la materia. Por esta razón, se realizó un estudio de análisis sistemático de literatura en la plataforma de ScienceDirect para identificar el conocimiento teórico y práctico existente. Se encontraron cuatro dimensiones: tendencias y tecnologías en el marketing digital; implicaciones de emprendimiento basados en plataformas digitales; marketing digital y emprendimiento social; y, estrategias y tácticas de marketing digital para emprendimiento social.
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