A bibliometric analysis of literature trends in content marketing and content managers

Abstract

The topic of marketing and content management has a considerable number of articles where the topic has been contextualized according to remarkable authors. However, there are few bibliometric studies in scientific journals on the subject addressed. The objective of the research is to analyze the evolution and trend of scientific production articles between the years 2018-2023; In the Scopus and Web of Science databases, and the VOSviewer tool was used through the bibliometric method, which allows the identification of the main authors and keywords through metric mappings. In this context, an exploratory qualitative analysis was carried out with guiding questions to evaluate the indexes of publications in the identification of years, journals, areas of knowledge, and countries. The results show that the year with the highest number of publications is 2022, and the countries with the most articles were: the United States and England; As for the most outstanding journals are the European Journal Of Marketing and the Journal Of Business Research; the field of knowledge the most outstanding areas are: Business, Management and Accounting/Business.