Análisis Bibliométrico del Estado Actual de la Producción Científica del Branded Content desde el 2012 hasta el 2022 a Nivel Mundial

Abstract

This research article seeks to examine the current state of scientific production on Branded Content through a worldwide bibliometric analysis between 2012 and 2022. Bibliometric indicators were established to analyze scientific production and identify the level of production by countries, approaches and salient data. A framework for understanding and analyzing topics for future research was also carried out. The importance of the research lies in the fact that Branded Content has become a significant format for the production of content specifically in Web Series as a marketing communication strategy. The methodology consisted of a systematic search in Scopus that identified 126 documents between 2013 2023, on which a bibliometric and scientometric analysis of temporal trends, journals, institutions, co citation networks and topics was performed. The finding was that Europe is characterized by producing branded content in creative formats with positive commercial outcomes. The conclusions were that there is a theoretical gap in formats such as web series and little Latin American production to impact globally. The limitation was the scarcity of writings on web series and access to a few articles. This biometric analysis examined the current state of Branded Content, identifying areas of opportunity for future research.