Difusión de productos a través de redes sociales: una revisión bibliográfica utilizando la teoría de grafos
Diffusion of products through social networks: a literature review using graph theory
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La difusión de productos a través de redes sociales es un campo de aplicación del mercadeo, donde la decisión de compra de un consumidor es influenciada por factores internos y externos como su red de conocidos y familiares. El propósito de esta investigación es identificar las principales perspectivas y plantear futuras investigaciones, apoyados en la revisión selectiva del estado del arte. Para la orientación de la búsqueda y la selección de artículos se utilizó la teoría de grafos, aprovechando las posibilidades de reconocer las conexiones entre los diferentes trabajos, arrojando para su análisis 18 artículos clásicos y 23 artículos actuales. A partir de esto se obtuvo, como resultado de la investigación, cuatro (4) estrategias de mercadeo diferentes: enfocadas a los influenciadores, a los no influenciadores, grupos pequeños y estrategias tradicionales de mercadeo.
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