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                            [identifier] => oai:ojs2.awari.pro-metrics.org:article/109
                            [datestamp] => 2026-05-06T19:27:33Z
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                            [dc] => SimpleXMLElement Object
                                (
                                    [title] => Microcontent as a strategic engine of entrepreneurial marketing: A scientometric review in the age of TikTok, Reels, and Shorts
                                    [creator] => Array
                                        (
                                            [0] => Silva-Tapias, Santiago-Rafael
                                            [1] => Martinez-Oñate, Angel-Andres
                                            [2] => Becerra-Ochoa, Alcides
                                        )

                                    [subject] => Array
                                        (
                                            [0] => microcontent
                                            [1] => entrepreneurial marketing
                                            [2] => short video
                                            [3] => TikTok
                                        )

                                    [description] => The accelerated transformation of digital ecosystems has precipitated a paradigm shift in entrepreneurial marketing (EM), leading to the consolidation of microcontent as a pivotal medium for communication, innovation, and audience engagement. In this study, microcontent is defined as concise, self-contained digital units designed for rapid consumption and sharing across digital platforms. While the concept has historically encompassed diverse formats, this analysis operationalizes microcontent through short-form video due to its current predominance in EM environments. This study presents a scientometric analysis that maps the structure and evolution of research on microcontent applied to EM. In accordance with the PRISMA protocol, data were retrieved from Scopus and Web of Science between 2003 and 2025. The search strategy employed a combination of terms, including “microcontent,” “entrepreneurial marketing,” “short video marketing,” and “communication on social networks,” which were applied to titles, abstracts, and keywords in English-language publications. This approach yielded a total of 177 articles following the removal of duplicates and irrelevant materials. Bibliometric indicators were analyzed using tools developed by MetricSci to examine trends, citations, co-authorship networks, and journal productivity. The findings suggest a persistent increase in scientific production over time, indicative of the gradual integration of microcontent into EM strategies and its increasing pertinence within platform-mediated digital communication frameworks. Geographically, India, China, and the United States of America lead the volume of publications, while Sweden stands out for its impact on citations with 236. The Q1 journals in this field include the Journal of Retailing and Consumer Services and Industrial Marketing Management. The author’s analysis unveils a more intricate network of collaborative relationships, encompassing both nascent and well-established communities. In sum, the findings proffer an updated and systematic perspective on microcontent as an essential component of EM, integrating digital innovation, brand positioning, and the dissemination of academic knowledge.
                                    [publisher] => Pro-Metrics
                                    [date] => 2026-04-09
                                    [type] => Array
                                        (
                                            [0] => info:eu-repo/semantics/article
                                            [1] => info:eu-repo/semantics/publishedVersion
                                        )

                                    [format] => application/pdf
                                    [identifier] => Array
                                        (
                                            [0] => https://awari.pro-metrics.org/index.php/a/article/view/109
                                            [1] => 10.47909/awari.109
                                        )

                                    [source] => Array
                                        (
                                            [0] => AWARI; Vol. 7 No. 1 (2026): AWARI; 1-17
                                            [1] => 2675-522X
                                        )

                                    [language] => eng
                                    [relation] => https://awari.pro-metrics.org/index.php/a/article/view/109/104
                                    [rights] => Array
                                        (
                                            [0] => Copyright (c) 2026 Santiago-Rafael Silva-Tapias, Angel Martinez, Alcides Becerra-Ochoa
                                            [1] => https://creativecommons.org/licenses/by-nc/4.0
                                        )

                                )

                        )

                )

        )

)