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Impact on the Sustainable Development Goals (SDGs)

Analysis of institutional authors

González-Padilla PCorresponding Author

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The nudge thinking and its application with marketing strategies based on big data: A review

Publicated to:Big Data Marketing Strategies For Superior Customer Experience. 23-44 - 2023-01-01 (), DOI: 10.4018/978-1-6684-6454-0.ch002

Authors: González-Padilla P

Affiliations

Rey Juan Carlos University, Spain - Author

Abstract

Nowadays there is a constant change in everything related to technology and the digital environment, influencing to a great extent all the processes that users perform on the Internet. These processes can be influenced by digital marketing techniques specialized in leading the potential customer to act in a certain way. The use of big data generates a determining point in this new form of digital marketing being able to bet on the personalization of all those strategies related to the nudge theory. This research aims to relate the concepts of digital marketing, nudge theory, and big data, to analyze the benefits and uses that can be given within the current digital strategies. The ultimate purpose of this study is to establish and relate the theoretical bases of the concepts and their practical uses, conducting a systematic literature review that results in a specific line of research to which it is intended to give continuity to further deepen the subject and applying new formats and technologies with which companies can improve their digital practices and business successes. © 2023, IGI Global.

Keywords

Industry, innovation and infrastructure

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

Esta aportación ha sido publicada por la editorial Igi Global according to the SPI Ranking, it has become a reference in its field. In the year of publication of the work, 2023-01-01, es considerada como de las mejores posicionadas, concretamente el Q1.

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-06-20:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 8 (PlumX).
Continuing with the social impact of the work, it is important to emphasize that, due to its content, it can be assigned to the area of interest of ODS 9 - Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation, with a probability of 53% according to the mBERT algorithm developed by Aurora University.

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (González Padilla, Paula-Adriana) and Last Author (González Padilla, Paula-Adriana).

the author responsible for correspondence tasks has been González Padilla, Paula-Adriana.