Revista de Ciencias Sociales (RCS)
Vol. XXX, No. 2, Abril - Junio 2024. pp. 15-31
FCES - LUZ ● ISSN: 1315-9518 ● ISSN-E:
2477-9431
Como
citar: Peixoto, E., y Espina-Romero, L. C. (2024). Mapping digital marketing research in social
networks: A short-term bibliometric analysis (2018-2023). Revista De Ciencias Sociales, XXX(2), 15-31.
Mapping
digital marketing research in social networks: A short-term bibliometric
analysis (2018-2023)
Peixoto
Rodriguez, Egidio*
Espina-Romero,
Lorena C.**
Abstract
This study delved into the world of Digital
Marketing in social networks, exploring its evolution from 2018 to April 2023
through the prism of the Scopus database. Using a quantitative methodology with
a bibliometric approach, 368 documents were examined using statistical tools
such as VOSviewer, RStudio and Microsoft Excel. The results paint a picture
where the annual document production shows a steady decline of -3.34%,
attributed to saturation, changing algorithms and mutable preferences. With the
participation of 81 countries, Spain, USA, UK, India, and Indonesia emerge as
prominent players, while 26 subject areas, led by Business, Computer Science
and Social Sciences, top the subject matter. Documentary diversity is reflected
in articles (76.36%), papers (15.22%) and reviews (3.80%). In this scenario,
nine authors, including Civelek et al. (2020), Dwivedi et al. (2020), and Saura
(2021), stand out. The exploration of trends took the form of a Thematic Map
with specific sections, while future inquiries are oriented towards resource
theory, destination marketing, social network platforms, diet advertising and
social network analysis. Overall, this study not only provides insight into
contemporary scientific production, but also points to fruitful directions for
future research.
Keywords: Digital marketing; business
transformation; e-commerce; social networks; artificial intelligence.
Mapeo de la investigación en marketing digital en
redes sociales: Análisis bibliométrico a corto plazo (2018-2023)
Resumen
Este
estudio se adentró en el mundo del Marketing Digital en redes sociales,
explorando su evolución desde 2018 hasta abril de 2023 a través del prisma de
la base de datos Scopus. Utilizando una metodología cuantitativa con enfoque
bibliométrico, se examinaron 368 documentos mediante herramientas estadísticas
como VOSviewer, RStudio y Microsoft Excel. Los resultados señalan un panorama
donde la producción anual de documentos muestra un declive constante de -3,34%,
atribuido a la saturación, algoritmos cambiantes y preferencias mutables. Con
la participación de 81 países, España, EE. UU., Reino Unido, India e Indonesia
emergen como actores prominentes, mientras que 26 áreas temáticas, lideradas
por Empresa, Informática y Ciencias Sociales, encabezan la temática. La
diversidad documental se refleja en artículos (76,36%), ponencias (15,22%) y
revisiones (3,80%). En este escenario, nueve autores, entre ellos Civelek et al. (2020), Dwivedi
et al. (2020) y
Saura (2021), se destacan. La exploración de tendencias se plasmó en un Mapa
Temático con secciones específicas, mientras que futuras indagaciones se
orientan hacia teoría de recursos, marketing de destinos, plataformas de redes
sociales, publicidad de dietas y análisis de redes sociales. En conjunto, este
estudio no solo brinda perspicacia sobre la producción científica
contemporánea, sino que también señala direcciones fructíferas para futuras
investigaciones.
Palabras clave: Marketing
digital; transformación empresarial; comercio electrónico; redes sociales;
inteligencia artificial.
Introduction
In the modern era, digital marketing has completely
transformed the way businesses connect with consumers. This radical shift has
been driven by the growing influence of tools such as e-commerce, mobile
devices, the internet, and artificial intelligence. These highly effective
means enable cost-effective and personalized dissemination of corporate
information to increasingly informed consumers (Low et al., 2020; Serra, Morais & Cunha, 2020; Tarazona-Montoya,
Peris-Ortiz & Devece, 2020). This transformation has not only impacted
individuals and organizations but has also redefined the dynamics between
individuals, companies, and the market.
The shift from traditional marketing to digital has
been fueled by the growth of e-commerce, the presence of smart devices, and the
increasing influence of social networks and artificial intelligence on consumer
choices (Saura, Palos-Sánchez & Cerdá,
2017; López
et al., 2019; Herhausen et al., 2020; Khan, 2021; Daud et al., 2022; Faria et
al., 2022; Espina-Romero et al., 2023).
A central factor in this transformation has been
the proliferation of social media platforms (Durán, Páez & García, 2021). Platforms such as Facebook, Instagram,
Twitter, and YouTube have acquired a fundamental role in the interaction
between companies and consumers. These platforms facilitate a constant flow of
information and feedback, not only through bidirectional communication but also
by influencing innovation and corporate marketing strategies (Ananda, Hernández-García & Lamberti, 2016; Scuotto, Del Giudice & Carayannis, 2017; Appel
et al., 2020; Păvăloaia,
Anastasiei & Fotache, 2020; Palaniswamy & Raj, 2022).
Despite the continuously growing knowledge about
digital marketing, bibliometric research has revealed limitations in its scope.
Surprisingly, there is still a lack of a bibliometric review analyzing research
trends in digital marketing on social media over the past five years. This
study aims to fill that gap by examining the scientific production in the
subject area between 2018 and 2023 using the Scopus database. The objective is
to provide a comprehensive overview of emerging research areas and current
trends in this field.
The research questions posed by this study are:
RQ1. How has the production of documents related to
digital marketing on social media evolved between 2018 and April 3, 2023, in
terms of annual growth, geographical distribution, thematic areas, document
types, and the contribution of the most relevant authors?
RQ2. How can key themes in the field of digital
marketing and social media be identified and categorized through the analysis
of a thematic map, and how are these themes distributed across categories?
RQ3. What are the main emerging research lines in
the field of digital marketing and social media?
Therefore, to achieve the objective of this study,
a comprehensive bibliometric analysis of scientific production related to
digital marketing on social media during the mentioned period was conducted.
This analysis aims to identify research trends, key bibliometric indicators,
and areas with potential for future research in the studied domain.
This study provides an overview of trends in
scientific production related to digital marketing on social media over the
past five years. By analyzing bibliometric indicators and visualizing areas
with potential for future research, this research offers valuable guidance for
researchers, academics, and professionals interested in digital marketing. Additionally,
it contributes to an updated understanding of the state of the field and
potential directions for future research.
The structure of the document consists of a
theoretical foundation, followed by a description of the methodology used.
Subsequently, the results and corresponding discussions will be presented,
concluding with implications and possible areas for future research.
1. Theoretical foundations
1.1. Digital marketing in the social age: Trends
and strategies
Digital marketing on social media has emerged as a
powerful tool for promoting and marketing brands and products in the
contemporary era. Platforms like Facebook and Instagram have played a crucial
role in this environment, allowing companies to connect with consumers and
gather their insights (Klepek & Starzyczná, 2018; Dearlove et al., 2021; Balogh
& Mizik, 2022). The relevance of these platforms in the marketing landscape
is evident in the evolution of recent B2B marketing trends. Marketing
professionals are increasingly focusing on content marketing as a means of
interacting with customers (Herhausen et al., 2020), capitalizing on the
multiple benefits and opportunities that this approach generates (Erokhina, Mitko & Troilin, 2018).
Within this dynamic context, companies are
allocating a growing portion of their marketing budget to digital advertising
on social media, recognizing the resonance these platforms have among
consumers. Digital marketing specialists employ various strategies to provide a
differentiated consumer experience (Shankar et al., 2016; Prasad & Verma,
2020).
The evolution of digital marketing strategies has
transformed the conception, characteristics, and implementation of marketing in
the business environment (Sultoni et al., 2022). One of the key approaches
involves using social media to disseminate relevant content that aligns with
the current context (Habibi et al., 2015; Mazerant et al., 2021). Another
crucial strategy is the development of mobile applications, giving companies
the ability to establish and maintain a strong position in the digital buyer
market (Shankar et al., 2016; Khan, 2021).
In this context, wearable devices have emerged as
an essential facet. Through the information collected by these devices,
companies can create highly personalized content for end consumers. The purpose
of this content lies in generating traffic, building empathy, and creating
positive experiences during the purchasing process (Sridhar & Fang, 2019).
Mobile acquisition goes beyond mere transactions, encompassing all stages from
pre-purchase to post-purchase (Saldaña et al., 2023). In this context, the
creation of value becomes crucial to ensure the sustainability of the
relationship (Shankar et al., 2016).
The use of mobile marketing strategies enables the
instant delivery of offers and ads to B2C consumers through mediums like
emails, text messages, and videos in mobile apps (Shankar et al., 2016). This
approach significantly contributes to increased competitiveness, particularly considering
the contribution of digital marketing as a strategy for customer growth and
retention. In the current era, the internet and marketing have become essential
means of attracting and retaining online users (López et al., 2019). In this
global landscape, social media has emerged as crucial platforms for the
creation, access, and dissemination of information (Appel et al., 2020).
The literature review reveals a broad focus on the
evolution, importance, and strategies of digital marketing. However, there is a
lack of bibliometric review articles examining scientific production in this
field. Among these, Hsu & Hung's (2022) study stand out, aiming to
understand how digital technology has reshaped processes, marketing strategies,
and implications of this change in digital marketing research.
Meanwhile, Li et al. (2023) examines scientific
production related to brand orientation between 1990 and 2021. Kumar et al.
(2020), focusses their research on the evolution of literature on digital mediation
in B2B markets. Cadavid & Valencia-Arias (2022), conduct an analysis of
publications centered on digital marketing in the context of small and
medium-sized enterprises. Finally, Krishen et al. (2021) delve into the
research and development dynamics in the field of digital marketing from a
multidisciplinary perspective.
In summary, digital marketing in the social era is
not just a set of tools and platforms; it is a customer-centric business
philosophy that requires a deep understanding of consumer needs and behaviors,
as well as the ability to adapt to market changes. Successful digital marketing
strategies are built on the premise of creating genuine value for consumers,
which in turn generates value for the company. In this dynamic landscape,
continuous innovation, adaptability, and a customer-centric approach are
essential for long-term success.
2. Methodology
This study is characterized by a bibliometric
design, focused on analyzing and synthesizing academic literature on digital
marketing in social media through the use of specialized tools and software for
data analysis. It aims to identify trends, assess the current state of
knowledge, and reveal research gaps through the visualization of thematic maps
and keyword co-occurrence analysis, which provides a quantitative perspective
on the evolution and future directions of this field (Aria & Cuccurullo,
2017). The process was developed following these stages: formulation of
research questions, selection of the data source, use of bibliometric software
for analysis, methods for visualizing findings, and explanation and interpretation
of results (Zupic & Čater, 2015).
2.1. Formulation
of research questions
After conducting a literature review, three
research questions were formulated as indicated in the introduction. Below is a
description of how each question will be addressed:
RQ1. To
address this query, visual representations in the form of column charts were
created using Microsoft Excel. These charts illustrate the distribution of
publications categorized by their year of publication, country of origin,
theme, document type, and authors' responsibilities.
RQ2.
The
Thematic Map, a bibliometric method that employs a conceptual structure to
highlight thematic orientations, was used to analyze the research.
RQ3. The question was addressed through the bibliometric
technique known as "keyword co-occurrence analysis." This approach
highlights keywords with lower co-occurrence, facilitating the deduction of
less-researched areas in the field of digital marketing on social media
platforms.
2.2.
Selection of the database
Research was conducted in the Scopus database
(Burnham, 2006), focusing on publication titles, and applying filters to
minimize incorrect results. Search terms such as “digital marketing”,
“marketing 2.0”, “online marketing”, “social networks”, “social media”, and “social
networking site” were used, utilizing logical operators AND and OR to ensure
the appearance of these keywords in titles. This resulted in the identification
of 1,515 relevant documents. Additionally, the search was restricted to
documents published between 2018 and 2023, reducing the set to 1,119 documents.
Furthermore, only open-access publications were selected, resulting in a total
of 368 documents obtained (see Figure I).
Source: Own elaboration, 2023 from
Scopus.
Figure I: Sample selection process -
PRISMA method
2.3. Bibliometric software
The data obtained from Scopus in BibTex, RIS, and
CSV formats were imported and analyzed using Microsoft Excel 365, RStudio
version R 4.1.1, Bibliometrix, and VOSviewer version 1.6.19.
2.4. Visualization
of results
In this bibliometric study, Microsoft Excel 365 was
used to create graphical representations that display important information
about the documents, considering various categories such as the publication
year, country of origin, thematic field, document format, and authors.
Additionally, a thematic map was generated using RStudio software version
4.1.3. Using Bibliometrix, it was possible to identify the most relevant
research areas related to digital marketing on social media platforms. To gain
a deeper understanding of possible directions for future research, the
VOSviewer program was used to conduct a keyword co-occurrence analysis.
2.5. Description
and interpretation
The findings presented in the key data were
examined and explanations were provided in line with the formulated research
questions. Various aspects of digital marketing were also investigated,
highlighting fields that have not been extensively researched. These fields
were suggested as possible areas for future research.
3. Results and discussion
The main information reveals that the chosen
timeframe for conducting this bibliometric analysis spanned from 2018 to April
3, 2023 (see Table 1). A total of 368 articles were selected, encompassing
17741 citations from 1312 involved authors. Collectively, these documents
indexed a total of 1198 keywords.
Table 1
Main information
|
Period analyzed |
2018- April
2023 |
|
Documents |
368 |
|
Annual
Growth Rate% |
-3.34 |
|
References |
17,741 |
|
Author's
Keywords (DE) |
1,198 |
|
Authors |
1,312 |
Source: Own
elaboration, 2023 from Scopus.
3.1. Analysis of document
production on digital marketing in social media (2018-2023)
Source: Own
elaboration, 2023 from Scopus.
Graphic
I: Documents by country, year, thematic areas, type, and
authors
In 2019, a total of 66 indexations were recorded.
The following year, in 2020, this number decreased to 53. However, in the
course of 2021, 94 documents were indexed, and in the subsequent year, 2022,
the number of indexed documents increased to 97. Since the beginning of this
year, 2023, a total of 26 documents have been indexed to date. This reduction
in document production addressing digital marketing and social media topics
could be attributed to various factors. One possibility is that the market may
already be saturated with a significant amount of available content, while
search preferences may have undergone noticeable changes.
The alteration in algorithms used on social media
platforms, along with the emergence of new forms of communication such as
videos, may have influenced the evolution of demand. It is also essential to
consider that technological trends could be playing a crucial role in how information
is presented and consumed online.
The studies by Makris & Pispirigos (2021); and
Gao & Zhao (2022), complement this result by providing examples and
methodological approaches illustrating how technological advances are changing
the way information is presented, consumed, and analyzed online. Makris &
Pispirigos (2021), offer a perspective on social network analysis, both
relevant aspects for understanding the observed trend mentioned initially,
while Gao & Zhao (2022) demonstrate the practical application of
technologies in marketing.
Regarding the global distribution of document
production, this bibliometric research identified the participation of 81
nations in the creation of the 368 documents included in the analysis. It is
worth noting that a single document could have the contribution of two or more
countries, as illustrated in Graphic I. Due to this circumstance, it is
important to note that the total count of involved countries does not coincide
with the total number of selected documents.
The countries leading the list in terms of the
quantity of generated documents are as follows: Spain holds the top position
with a total of 43 produced documents, followed by the United States with 41 in
second place. The third position is held by the United Kingdom with 40
documents, while India is in fourth place with 35, and Indonesia ranks fifth
with 28 documents.
Subsequently, Australia is present with 19
documents, Portugal with 14, Malaysia with 13, China with 12, and Greece with
11. Brazil, the Czech Republic, France, Italy, and Romania share the tenth
position, each with 10 produced documents. Likewise, Russia, the Netherlands,
Peru, Poland, and Canada complete the list with 10, 8, 8, 8, and 7 documents,
respectively. This information highlights the diverse participation of
countries in the creation of the analyzed documents and emphasizes the
outstanding production of some of them in the corresponding field.
A comprehensive approach was devised to address
various topics related to digital marketing on social media platforms. As a
result, a publication may cover more than one interconnected field in this
research. As illustrated in Graphic I, a set of 368 documents linked to a
combination of 26 different application areas was identified. The top ten categories,
organized by the percentage of articles, are as follows: Business, Management,
and Accounting, representing 17.28%; Computer Science, with 16.57%; Social
Sciences, with 14.16%; Engineering, with 9.07%; Economics, Econometrics, and
Finance, with 7.37%; Medicine, with 7.22%; Environmental Sciences, with 5.10%;
Decision Sciences, with 3.12%; Energy, with 2.41%; and Mathematics, with 1.98%.
Regarding document types, Graphic I displays the
top three in terms of frequency. The document genre called “Article"
represents 76.36%, while the type labeled “Conference Paper” covers 15.22%.
Finally, the “Review” group comprises 3.80%. In relation to the relevance for
the present bibliometric study, it is important to highlight that the first two
document genres contain valuable information.
Graphic I, also shows the nine most relevant
authors with the highest number of published works. There are three authors
with four articles each: Civelek et al. (2020); Dwivedi et al. (2020); and
Saura (2021). Six authors have three articles each: Aydin (2021); Makris &
Pispirigos (2021); Zheng, Zhang, Long, et al. (2020), and Zheng, Zhang, Young & Wang (2020). Other authors have two or fewer published
works.
3.2. Thematic mapping of trends in digital
marketing and social media
The Thematic Map displayed in Figure II, which has
been produced through the collaboration between RStudio and Bibliometrix, is
structured into four well-defined sections, each encompassing specific
categories: There are “Niche Themes”, which are focused and specialized; “Motor
Themes”, which generate significant dynamics; “Emerging or Declining Themes”,
which may be gaining or losing relevance; and finally, “Basic Themes”. This map
visualizes clusters of diverse themes that have been organized considering two
crucial aspects: Their level of development measured in terms of density and
their importance in the network measured through centrality.
Source: Own
elaboration, 2023 from Scopus.
Figure
II: Thematic map
To develop the map, the “walktrap” clustering
method was employed, following default parameters. These included author
keywords (a total of 1,198), and a minimum frequency of 5 clusters per thousand
documents. The result of the Thematic Map revealed the presence of eight
distinct clusters, serving as areas of exploration. These groups are detailed
in Table 2.
Table 2
Themes identified in the
thematic map
|
Thematic description |
Thematic Category |
Category Definition |
|
|
1 |
Human |
Motor Themes |
Main research topics. |
|
2 |
COVID-19 |
Motor Themes |
|
|
Consumer Behavior |
Basic Themes |
Critical issues in our society. |
|
|
4 |
Social networking (online) |
Basic Themes |
|
|
5 |
E-commerce |
Basic Themes |
|
|
6 |
Marketing |
Basic Themes |
|
|
Instagram |
Niche Themes |
Topics that need to be explored in greater depth. |
|
|
8 |
Information diffusion |
Emerging Themes |
New topics that are being studied more and more. |
Source: Own
elaboration, 2023 from Scopus.
a. Within
the motor themes is:
1. Human:
On the web and digital platforms, you can find analyses about the promotion of
food products designed for children, along with tactics used in the virtual
environment to market them (Mota-Castillo et al., 2023). Likewise, in the human
domain, social media is used as spaces to exchange opinions, emotions, data,
personal experiences, and even rumors (Govindankutty & Gopalan, 2023).
2. Covid-19:
During the development of the health crisis caused by Covid-19, online
communication platforms enabled government entities to generate and disseminate
informative messages to residents of the localities (Erkkilä and Luoma-Aho,
2023), while companies took advantage of the space to promote their products
and build a favorable perception of their brands (Botelho et al., 2023;
Hidayana et al., 2023).
b. As
basic study themes are found:
1. Consumer
behavior: Gathers writings that explore the effect of different factors on
consumer decisions (Calanchez et al., 2023; Rodrigues & Silva, 2023). It
also addresses how conventional and digital marketing strategies impact
customer buying patterns (Mehmeti-Bajrami,
Qerimi & Qerimi, 2022).
2. Social
networking (online): Publications that discuss the importance of social
networks (Benito-Colio et al., 2022; Einsle & Izquierdo, 2022).
3. E-commerce:
Manuscripts aimed at explaining how digital marketing and social media are
related to the growth of e-commerce (Gao & Zhao, 2022; Sathish et al.,
2022).
4. Marketing:
Contains studies on digital marketing related to social media (Gaol &
Ichsan, 2022; Botelho et al., 2023; Khoa & Huynh, 2023).
c. As
niche themes is:
1. Instagram:
Studies related to the use of Instagram for marketing due to its growing
popularity as a social network (Nixon, 2023; Silaban et al., 2023). As well as
brand communication through this social network (Rodrigues & Silva, 2023).
d. As
emerging study themes are:
1. Information
diffusion: Referring to the spread of information on social media, widely used
in digital marketing (Nguyen et al., 2018; Son et al., 2021).
This
thematic mapping provides an overview of the current state of digital marketing
and social media, highlighting both established research areas and those in
development or change. The ability to identify and categorize these areas not
only facilitates an understanding of the discipline but also provides a
foundation for future research. These results make it clear that the field of
digital marketing is dynamic, requiring ongoing commitment to research to
understand its impact and potential.
3.3. Exploring trends in digital marketing and
social media research
The “association strength” technique was employed
using the VOSviewer software to examine 368 documents. This led to the
identification of five thematic areas for potential future research (see Figure
III). The selection of these topics was based on the extraction of keywords
from authors, focused on the field of “Digital marketing and social media”,
with an emphasis on those with minimal co-occurrence (n = 1).
Source: Own
elaboration, 2023 from Scopus.
Figure
III: Author Keywords
a. Resource-based
theory: Various factors influence the
field of digital marketing. These include elements such as tangible resources,
internal organization structure, financial capacity, and human capital (Hagen
et al., 2022). It is evident that the resources available to a company play a
crucial role in determining performance on social media platforms (Marchand, Hennig-Thurau & Flemming, 2021).
b. Destination
marketing: The promotion of destinations through social media platforms
such as Instagram, where visual elements are shared instead of text (Khan et
al., 2022; Nixon, 2023).
c. Social
media platforms: Evaluating how
organizations employ digital marketing strategies on social media platforms and
analyzing their effectiveness in that context (Da Silva et al., 2023).
d. Diet:
Using social media for advertising and gaining followers for popular diets
(Karlsen et al., 2018).
e. Social
network analysis: Studies aimed
at analyzing how organizations operate on social networks (Pérez-Bonaventura,
Fortó-Areny & Mariño-Mesías, 2023).
The diversity of topics identified in this analysis
reflects the infinite and complex nature of the field of digital marketing and
social media. Each thematic area not only provides a path for future research
but also underscores the need for interdisciplinary approaches to comprehend
and harness the potential of digital platforms. The integration of marketing
theories, information technology, consumer psychology, and data analysis will
be crucial for advancing in this field.
Conclusions
This study has provided an insight into the
evolution of document production in Digital marketing on social media between
2018 and April 2023. Through an analysis based on Scopus data, not only have growth,
and decline patterns in document production been identified, but also key
geographical areas, predominant themes, and the most common types of documents.
Despite observing an overall decrease of -3.34% in production, the significant
increase in 2022 suggests fluctuating interest that could be influenced by
external factors such as changes in social media algorithms and research
preferences.
This work contributes to the scientific community
by uncovering findings about the current state and evolution of digital
marketing on social media, emphasizing the importance of international
collaboration and the multidisciplinary of the field. By identifying the main
areas of contribution and influential authors, a foundation is provided for
future research endeavors. Furthermore, the geographic and thematic diversity
found highlights the global relevance of digital marketing and opens doors to
international collaborative research.
It is important to acknowledge that this study
relies on the Scopus database, which could limit the breadth of analyzed
documents due to possible selection biases. Additionally, thematic
classification and document categorization were conducted with criteria that
may have subjective interpretations. These limitations underscore the need to
interpret the results with caution and consider the inclusion of other
databases and classification methodologies in future studies to obtain a more
comprehensive approach.
The findings suggest several directions for future
research. First, it is essential to explore the influence of Resource Theory on
digital marketing strategies, which could offer new insights into the efficient
allocation of resources in social media campaigns. Furthermore, investigating
the role of social media in tourism marketing may reveal how digital strategies
can adapt to different sectors. Evaluating digital marketing strategies on
various platforms will allow for a better understanding of the specific
dynamics of each one, while an analysis of diet advertising on social media
could yield new insights into consumption trends and advertising ethics.
Finally, the study of digital operations in organizational networks could
reveal how digital interactions influence organizational effectiveness.
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* Magister
en Administración. Doctorando en la Escuela de Posgrado de la Universidad San
Ignacio de Loyola (EPG-USIL), Lima, Perú. E-mail: egidio.peixoto@epg.usil.pe ORCID: https://orcid.org/0000-0003-4707-4552
** Doctora en Ciencias Gerenciales.
Académico e Investigador de la Escuela de Posgrado en la Universidad San
Ignacio de Loyola (EPG-USIL), Lima, Perú. E-mail: lespina@usil.edu.pe ORCID: https://orcid.org/0000-0002-6637-8300
Recibido: 2023-11-16 · Aceptado: 2024-02-03