The impact of digitalization on marketing and how it affects consumer behavior

Abstract

This article focuses on a bibliometric analysis where questions about E-Commerce and its influence on behavioral change, how digital marketing has influenced the consumer and the evolution of research published since 2003 are addressed in order to identify the methodologies used, gaps in research and recognize new fields of study. Within these bibliographies, the importance of working on consumer trust and implementing strategies within companies to avoid being left behind in the technological environment is highlighted.