Tendencias de marketing digital para emprendedores sociales basados en plataformas digitales

Abstract

The aim of this research is to determine trends in digital marketing that can be applied to social entrepreneurship based on digital platforms, with a focus on the use of technologies such as artificial intelligence, virtual reality, and augmented reality. This presents a range of opportunities for undertaking endeavors in the digital economy, fostering the development of solutions to social issues. However, it is important to understand the challenges and obstacles involved in successfully implementing the latest digital marketing trends for social entrepreneurship, with the goal of constructing high-impact, scalable value propositions. This necessitates up-to-date knowledge of the state of the art in the field. For this reason, a systematic literature analysis was conducted on the ScienceDirect platform to identify existing theoretical and practical knowledge. Four dimensions were identified: trends and technologies in digital marketing; implications of entrepreneurship based on digital platforms; digital marketing and social entrepreneurship; and strategies and tactics of digital marketing for social entrepreneurship.