La La red social Tik Tok y su incidencia en el cambio de comportamiento
un estudio bibliométrico
DOI:
https://doi.org/10.51385/jzxcbs79Palabras clave:
TikTok, Comportamiento, Red social, Estudio bibliométrico, Marketing digitalResumen
Tik Tok se ha transformado en uno de los canales de comunicación más empleados por la relevancia de su contenido. Las herramientas propias de la red han revolucionado la forma en que las personas realizan sus prácticas cotidianas. Esta investigación tiene por objeto analizar la literatura existente sobre la incidencia de TikTok en el comportamiento para identificar brechas del conocimiento que determinen futuras líneas de investigación con énfasis en Ecuador y la región. La metodología empleada consiste en un estudio bibliométrico en SCOPUS que incluyó a 891 papers de los cuales se tomaron 29 para el análisis específico. Los resultados presentan una incidencia de la red social TikTok sobre el comportamiento de los usuarios en cuanto a consumo, orientación política, estrategias de estudio, entre otras decisiones. Se concluye en la influencia que tiene TikTok en las tendencias globales y su efecto sobre los consumidores. Se recomienda profundizar en estudios específicos que indiquen cómo afecta la red social a las decisiones de consumo y las percepciones de marca locales.
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Derechos de autor 2024 Dennys Jordán, Jorge Andrés Izaguirre Olmedo, Ana Luisa López
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