New Approaches to IT and Management with Big Data Technology: A Bibliometric Analysis in Organizational Marketing

This article explores the significance of big dataBig data technology within the domain of corporate marketingMarketing departments. A comprehensive literature review was conducted using Clarivate Analytics’ Web of Science (WoS) and Elsevier’s Scopus databases, encompassing 818 publications published between 2012 and 2022. These publications underwent rigorous bibliometric analysis facilitated by the BiblioshinyBiblioshiny tool. The analysis includes key metrics such as annual scientific output, identification of highly cited journals, breakdown of scientific contributions by country, recognition of influential authors, determination of significant affiliations, thematic mapping, and factor analysis. The findings illuminate the extensive utility of big data in corporate marketing, particularly in the fine-tuning of marketing campaigns and the enhancement of organizational competitiveness. This article provides an impartial and valuable resource for those interested in leveraging big data’sBig data potential within the corporate marketingMarketing landscape.