Marketing Digital en la efectividad de las estrategias de redes sociales en América 2020-2024. Una revisión sistemática.

Abstract

This study examines the effect of digital marketing on the effectiveness of social media strategies in the Americas between 2020 and 2024. It uses a methodology based on a review of scientific literature from Scopus and Web of Science to identify trends and changes in this impact. Selects and analyzes 21 relevant articles on the topic using the Prism Statement method. Suggests that media planning should focus on promoting engagement through meaningful interactions with consumers. Highlights the importance of measurement and ethical considerations in digital advertising. Finds that brand selfies generate more engagement and purchase than consumer selfies. Active listening and empathy in company responses can mitigate negative customer emotions. He concludes that social media has an important impact on international marketing and emphasizes the need to understand digital communication in the retail context to understand consumer behavior.