Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales

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dc.contributor.advisorNeme Chávez, Samir Ricardo
dc.contributor.authorBossa Rivera, María Alejandra
dc.contributor.corporatenameUniversidad Santo Tomásspa
dc.contributor.cvlachttps://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193spa
dc.contributor.cvlachttps://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001849126spa
dc.contributor.googlescholarhttps://scholar.google.com/citations?hl=es&user=I_RekVUAAAAJspa
dc.contributor.googlescholarhttps://orcid.org/0000-0003-1295-7881spa
dc.contributor.orcidhttps://orcid.org/0000-0003-2327-4947spa
dc.coverage.campusCRAI-USTA Bogotáspa
dc.date.accessioned2024-01-23T16:43:38Z
dc.date.available2024-01-23T16:43:38Z
dc.date.issued2024-01-22
dc.descriptionEl marketing deportivo es un área del mercadeo muy amplia por conocer y explorar. El objetivo de esta investigación es exponer un panorama general de los estudios realizados acerca del marketing deportivo y su evolución en los medios digitales, a nivel mundial, así como su relacionamiento a nivel presencial. A partir de la base de datos académica Scopus, se analizaron 168 registros con base al tema de estudio. A partir de la revista académica Sport Marketing Quarterly, se analizaron 11 registros con base al tema de estudio. A partir del sitio web académico Journal of Sports Management se analizaron 150 registros con base al tema de estudio. Mediante la exploración de distintos indicadores bibliométricos clave se identificaron las publicaciones más citadas, los autores y países más productivos, las instituciones más participativas a nivel mundial, el trabajo de cooperación entre autores de todo el mundo, los temas más relevantes de estudio, y la co-ocurrencia de palabras clave.spa
dc.description.abstractSports marketing is a very broad area of marketing to know and explore. The objective of this research is to present an overview of the studies conducted on sports marketing and its evolution in digital media, worldwide, as well as its relationship at the face-to-face level. From the academic database Scopus, 168 records were analyzed based on the topic of study. From the academic journal Sport Marketing Quarterly, 11 records were analyzed based on the subject of study. From the academic website Journal of Sports Management, 150 records were analyzed based on the topic of study. By exploring different key bibliometric indicators, we identified the most cited publications, the most productive authors and countries, the most participatory institutions worldwide, the cooperative work between authors from around the world, the most relevant topics of study, and the co-occurrence of keywords.spa
dc.description.degreelevelPregradospa
dc.description.degreenameProfesional en Mercadeospa
dc.format.mimetypeapplication/pdfspa
dc.identifier.citationBossa Rivera, M.A. (2024).Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales. [Trabajo de Grado, Universidad Santo Tomás]. Repositorio Institucional.spa
dc.identifier.instnameinstname:Universidad Santo Tomásspa
dc.identifier.reponamereponame:Repositorio Institucional Universidad Santo Tomásspa
dc.identifier.repourlrepourl:https://repository.usta.edu.cospa
dc.identifier.urihttp://hdl.handle.net/11634/53670
dc.language.isospaspa
dc.publisherUniversidad Santo Tomásspa
dc.publisher.facultyFacultad de Mercadeospa
dc.publisher.programPregrado Mercadeospa
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dc.rightsAtribución-NoComercial-SinDerivadas 2.5 Colombia*
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.coarhttp://purl.org/coar/access_right/c_abf2spa
dc.rights.localAbierto (Texto Completo)spa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.5/co/*
dc.subject.keywordMarketingspa
dc.subject.keywordSportsspa
dc.subject.keywordSocial mediaspa
dc.subject.keywordEngagamentspa
dc.subject.keywordBrandingspa
dc.subject.keywordBibliometricsspa
dc.subject.lembMercadospa
dc.subject.lembAnálisis Bibliométricospa
dc.subject.lembMarketing Deportivospa
dc.subject.proposalMarketingspa
dc.subject.proposalDeportespa
dc.subject.proposalMedios de comunicación socialspa
dc.subject.proposalengagementspa
dc.subject.proposalBrandingspa
dc.subject.proposalBibliometríaspa
dc.titleAnálisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitalesspa
dc.type.coarhttp://purl.org/coar/resource_type/c_7a1f
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.driveinfo:eu-repo/semantics/bachelorThesis
dc.type.localTrabajo de gradospa
dc.type.versioninfo:eu-repo/semantics/acceptedVersion

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