Evolution of digital consumer behavior: A bibliometric analysis of the impact of social networks on purchase determinations

In the current context of a globalized and globalized and highly digitized marketplace, the study of customer behavior has become fundamental to behavior has become fundamental to understanding the complex interactions between social, cultural and commercial between social, cultural and commercial factors that influence purchasing decisions. purchasing decisions. This research aims to analyze the the impact of social media and purchase determinations on customer behavior through a bibliometric behavior through a bibliometric study. A qualitative, descriptive, non-experimental descriptive approach with a non-experimental and longitudinal design, analyzing 1,213 documents 1,213 documents extracted from Scopus, using VOSviewer and Bibliometrix for scientific mapping and bibliometric scientific mapping and bibliometric analysis. The results reveal a rapidly growing field (13.33% per Year field (13.33% per year) with an average of 16.63 citations per document and a 28.77% co-citation rate and 28.77% of international co-authorships. Emerging trends were identified the influence of social networks on purchase intent, the impact of influencers and the importance of social commerce. Semantic análisis semantic analysis highlighted the centrality of terms such as "social media", "consumer behavior" and "purchase intention", "consumer behavior" and "purchase intention". It is concluded that the field is dynamic, interdisciplinary and globally diverse, with a growing integration of technology and consumer behavior. integration of technology and consumer behavior. The implications suggest the need for more sophisticated digital marketing strategies that consider the influence of that consider the influence of social networks, the credibility of influencers and the influencer credibility and trust, and the need for more sophisticated digital marketing strategies that consider the influence of social networks, influencer credibility and trust.