Evolution and revolution: Systematic review of the disruptive impact of social networks on marketing

• Miguel Angel Demetrio Olarte-Pacco

  Universidad Nacional de San Agustín de Arequipa, Arequipa-Perú

  Author

• Francisco Javier Tantaleán Vásquez

  Universidad Nacional de San Agustín de Arequipa, Arequipa-Perú

  Author

In a global context marked by digitisation and the growing influence of social media, this study offers a systematic literature review to analyse the disruptive impact of these platforms on contemporary marketing. Social media has redefined marketing strategies, from audience segmentation to performance measurement, generating both opportunities and challenges. However, there is a lack
of comprehensive synthesis that addresses these transformations in a panoramic way. Using the PRISMA method, 48 scientific articles published between 2020 and 2024 were analysed in the Scopus database, with exclusion criteria for coherence, relevance,
subject matter and document type. The results reveal key trends: hyperconnectivity and omni-channeling, algorithmic personalisation, and integration of sustainability and corporate social responsibility (CSR) in digital strategies. In addition, countries
such as the United States, China and India lead in the publication of articles. Critical challenges are identified, such as data privacy, algorithmic biases and authenticity in sustainable communication. The study concludes that success in digital marketing
depends on the coherent integration of technology, ethics and sustainability, proposing future lines of research to address these issues.

1. Miguel Angel Demetrio Olarte-Pacco, Universidad Nacional de San Agustín de Arequipa, Arequipa-Perú

   Profesional en Gestión con mención en Empresas (UNSA). Diplomado en Gestión de la Tesorería, Flujo de Efectivo y Presupuesto (Universidad del Rosario). Comisión Académica de la Escuela Profesional de Gestión. ORCID: https://orcid.org/0009-0007-0303-7545

2. Francisco Javier Tantaleán Vásquez, Universidad Nacional de San Agustín de Arequipa, Arequipa-Perú

   Doctor y Magíster en Administración (UNSA). Docente universitario y Consejero de la Facultad de Administración (UNSA). Decano del Colegio Regional de Licenciados en Administración de Arequipa – CORLAD Arequipa. ORCID: https://orcid.org/0000-0002-8708-8118

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