MAPEANDO O CONHECIMENTO EM MARKETING DIGITAL: EVIDÊNCIAS DO REPOSITÓRIO ENANPAD

Abstract

This paper undertook an in-depth analysis of the academic scenario of digital marketing, focusing on the works available in the ENANPAD repository. The integrated methodology of systematic literature review and content analysis allowed a comprehensive understanding of the trends, patterns and gaps present in this area. The findings revealed a significant prominence of social media as a research channel, both in terms of quantity and impact. Detailed segmentation into gym, business and consumer categories provided valuable insights, highlighting the importance of diversifying data sources and exploring interfaces between channels. Practical implications were outlined for academics, marketers and decision makers, suggesting strategies to align research practices with emerging trends. The growing relevance of websites as a focus of study indicates changes in online consumption dynamics, directly influencing digital presence strategies and user experience. In short, this work contributed to a deeper understanding of digital marketing in the academic context, providing valuable directions and insights for future research and practice in the field.