<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902023000100110</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2023v23n1.05</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Digital marketing vs. Luxury research: A Bibliometric Analysis]]></article-title>
<article-title xml:lang="es"><![CDATA[Marketing digital versus investigación sobre lujo: un análisis bibliométrico]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Song]]></surname>
<given-names><![CDATA[Xin]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,École supérieure de commerce de Rennes  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>France</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<volume>23</volume>
<numero>1</numero>
<fpage>110</fpage>
<lpage>137</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902023000100110&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902023000100110&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902023000100110&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In the past decade, digital marketing has gained an increasing amount of attention in luxury research and among practitioners. However, it appears that few have kept pace with the evolution of advanced digital technologies in luxury marketing or have a thorough understanding of how to implement digital marketing in the luxury field strategically. Taking stock of the extant literature on digital marketing in luxury research, this study aims to track the changes in digital marketing when considering luxury-related topics and issues. Featuring contributions from a state-of-thefield review of the broader luxury research segment, this study uses VOSViewer data visualizer to identify the most influential studies and authors in the field. Through the combination of bibliometric analysis and literature review, this study aims to mitigate the limitations of traditional literature review (e.g. interpretation bias) and obtain insightful findings. With a view to developing a conceptual framework, we identify five major research clusters by analyzing emerging keywords, leading journals, and influential authors, and leveraging insights concerning the trends and networks in previous research. Ultimately, the study offers insightful directions for potential areas of research that would be highly relevant to both academics and practitioners.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En la última década, el marketing digital ha obtenido una atención creciente en la investigación sobre lujo y entre quienes lo practican. Sin embargo, aparentemente, los que han mantenido el paso de la evolución de las tecnologías digitales avanzadas en el marketing de lujo o tienen un conocimiento profundo de cómo implementar estratégicamente el marketing digital en el ámbito del lujo son pocos. Al hacer un inventario de la literatura existente sobre investigación en marketing digital en el mercado de alta gama, este estudio se propone rastrear los cambios en el mismo al considerar temas y cuestiones relacionadas con el lujo. En el artículo figuran contribuciones de un examen del estado del campo del segmento de investigación más Amplio sobre lujo, para el cual se uso el proyector de datos VOSViewer con el cual se identifican los estudios y a los autores que mayor influencia han tenido en este tema. Mediante la combinación de análisis bibliométrico y la revisión de la literatura, el objetivo del presente estudio es mitigar las limitaciones de la revisión tradicional de la literatura (por ej., con sesgo en la interpretación) y obtener hallazgos esclarecedores. Con miras a desarrollar un marco conceptual, identificamos cinco grupos principales de investigación mediante el análisis de las palabras clave que surgieron de las publicaciones destacadas y de los autores influyentes, y la fuerza de las percepciones en relación con las marcas y redes de investigaciones previas. Por último, el estudio ofrece indicaciones detalladas para campos potenciales de investigación que serían sumamente relevantes tanto para los académicos como para quienes realizan el marketing.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Digital marketing]]></kwd>
<kwd lng="en"><![CDATA[Luxury]]></kwd>
<kwd lng="en"><![CDATA[Luxury research]]></kwd>
<kwd lng="en"><![CDATA[Bibliometric analysis]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[lujo]]></kwd>
<kwd lng="es"><![CDATA[investigación sobre lujo]]></kwd>
<kwd lng="es"><![CDATA[análisis bibliométrico]]></kwd>
</kwd-group>
</article-meta>
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