Bibliometric review of the transformation of consumer values in the digital era

Abstract

In the modern digital era, consumer values are undergoing significant transformations under the influence of rapid technological development and changes in consumer behavior. Understanding these changes is critically important for business and the scientific community, as it determines marketing strategies, product development and interaction with customers. The purpose of the article is to conduct a bibliometric analysis of scientific publications devoted to the transformation of consumer values in the digital era, to identify the main trends and directions of research in this area. The study used bibliometric analysis methods using the scientometric database Scopus. The search query included the key terms «consumer values», «digital era» and «transformation» in the titles, abstracts and keywords of documents. Restrictions were applied by source type (scientific journals), document type (articles) and subject area (social sciences, business, management and information technology). The time period covered 2010-2024. The results of the study showed that as of December 26, 2024, a sample of 1,276 scientific articles was formed. The analysis showed that scientific interest in the topic of the transformation of consumer values in the digital era has increased significantly after 2015, especially in the period from 2018 to 2024. The number of publications increased from 15 in 2018 to 347 in 2024, which indicates increased attention of researchers to this topic. The geographical analysis of the authors indicates the dominance of researchers from developed countries, which indicates an uneven distribution of scientific activity in this area. This may be due to different levels of access to digital technologies and resources for conducting relevant research. The conclusions summarize that the results obtained emphasize the relevance of research into the transformation of consumer values in the digital era and indicate the need for further scientific exploration in this area. Bibliometric analysis allowed us to identify key trends and research directions, which may be useful for scholars and practitioners in developing strategies for adapting to changes in consumer values under the influence of digitalization.