Information marketing from the social information paradigm's viewpoint

Abstract

This study addresses information marketing within the social paradigm of Information Science. From this perspective, its objective is to identify existing convergences that influence the information marketing process within the context of the social paradigm of Information Science. The methodological procedure employed is a literature review
combined with exploratory and bibliographic research, in order to survey previous studies from 2003 to 2023. The retrieved documents include books, periodicals, and
other information sources, considering their proximity to the object of study. Associated with the methodology are quantitative and qualitative research methods. The former
focused on the quantitative aspect of valid studies retrieved, totaling 15 documents, while the latter focused on the qualitative analysis of these documents to identify convergences between the social paradigm and information marketing. According to the analysis of the theoretical framework, the results show a dialogue between these
two parameters through the characteristic aspects of each. Therefore, through the authors Capurro (2003), Almeida (2006), Capurro and Hjorland (2007), Amaral (2008),
Amaral (2011), Kotler and Keller (2012), Bonifácio (2015), Moreira and Duarte (2016), Araújo (2018), Santos (2022), among others, significant points of convergence are
identified in social issues and individual satisfaction under the conjecture of the interdisciplinarity of Information Science, the portrayal of information as a valuable
product for the market, the management of social needs, and the individual's relationship with information. It is concluded, according to the results presented, that
the relevance of the findings of this research centers on the social issue attributed to the social paradigm and individual satisfaction, which does not fail to consider the social being both individually and collectively.