Resumo

CUEVAS-MOLANO, Elena; SANCHEZ-CID, Manuel  e  MATOSAS-LOPEZ, Luis. Bibliometric analysis within studies of brand content strategy in social media. Comun. soc [online]. 2019, vol.16, e7141.  Epub 15-Set-2020. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2019i0.7441.

106 scientific studies, extracted from Web of Science (WoS), regarding brand content strategy within social media were assessed through a quantitative and descriptive bibliometric analysis.

The aim is to examine the state, evolution and research designs of this area. The results reveal findings based on the signs of methodological diversity and maturity in the subject, expressed through the predominance of empirical works, diversity of actors, methodological designs and analysis units, that will enhance new research in digital communication in digital environments.

Palavras-chave : Bibliographic Analysis; communication strategy; branded content; content marketing; social media.

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