Keywords
sports institutions
physical activity
sedentary lifestyle
How to Cite
Abstract
This study presents a bibliometric review focused on digital marketing within the public sector, with special emphasis on its application in sports institutions such as the Instituto de Deporte y Recreación del Meta (IDERMETA). Using the Scopus database and the VOSviewer software, scientific publications from 2013 to 2023 were analyzed to identify major research trends, influential authors, collaboration networks, and the thematic evolution related to digital marketing, physical activity, and sedentary lifestyle prevention through public policy. The analysis reveals a steady increase in academic production since 2017, with emerging topics such as the use of social media, awareness campaigns, data-driven strategies, and digital analytics aimed at promoting healthy lifestyles. A significant concentration of publications was found in European and Latin American countries, particularly Spain, Brazil, Colombia, and Mexico, where collaboration networks among institutions and researchers are evident. This bibliometric review provides an academic foundation that supports the optimization model proposed by this research project, while also identifying existing research gaps in local contexts such as Colombia. The findings offer strategic insights that can be used by IDERMETA and other public institutions to design more effective, evidence-based digital campaigns that foster citizen engagement, improve digital resource management, and promote community well-being through sports and recreation. This approach strengthens the connection between academic research and institutional management, enabling better alignment between public health objectives and digital communication strategies in emerging economies.
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