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Marketing trends between 2015 and 2025: systematic bibliometric literature review
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This article presents a comprehensive review of contemporary marketing trends, drawing insights from recent academic literature indexed in Scopus between 2015 and 2025. The analysis reveals a pronounced shift from traditional mass marketing to data-driven, personalised strategies powered by emerging technologies such as artificial intelligence, the Internet of Things, and marketing analytics. Trends such as influencer marketing, virtual and augmented reality, and green marketing have also gained significant momentum, reflecting evolving consumer expectations and societal values. Through bibliometric reviews, conceptual frameworks, and empirical investigations, this synthesis identifies common drivers of innovation, including digital transformation, consumer trust, and the growing role of emotional engagement in digital environments. The findings offer a research agenda for scholars and practical implications for marketers seeking to align with future-facing trends in a dynamic global marketplace
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Rosário, A. T. (2026). Marketing Trends Between 2015 and 2025: Systematic Bibliometric Literature Review. In R. Marcão & V. Santos (Eds.), Practices, Strategies, and Emerging Trends in Marketing for Global Expansion (pp. 1-44). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3373-3461-5.ch001