Introduction/Objectives: e-commerce is no longer just a sales channel. Nowadays new technologies have opened the door for e-commerce platforms such as Social Marketing (SM) or Happiness Management (HM), to engage with broader societal concerns, especially within their organisations. After a literature review where the three concepts are studied separately, a critical question yet remains underexplored: do these domains merely coexist, or can they reinforce one another in meaningful ways? And if so, what role does e-commerce play in that process? This study addresses precisely that question.

Methodology: a bibliometric review of the literature on SM and HM was implemented using the Web of Science and Scopus databases, applying the PRISMA methodology and Bibliometrix and VOSviewer tools. This combination enabled the development of co-occurrence and co-authorship maps, providing the research with greater analytical excellence.

Results: after filtering and analysing 65 articles, we discovered that e-commerce appears as a structural axis linking HM and SM, acting as a visibility channel for actions related to employee happiness. The analyses show that HM is still in a developmental phase, while SM demonstrates a more consolidated trajectory. However, both fields lack sufficiently robust collaborative authorship communities, unravelling the need to strengthen collaborative research synergies.

Conclusions: this study consolidates e-commerce as a connecting element between organisational happiness management and social marketing strategies, shaping an emerging field of research. It also shows that organisations wishing to gain a long-term competitive advantage should use digital platforms to promote social responsibility and employee well-being.

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Keywords:
Happiness management,
social marketing, e-commerce,
well-being,
electronic platforms,
consumer behaviour.

JEL Codes:
D91, L81, M14, M31.

引言/目的：电子商务已不再只是销售渠道。如今，新技术使电子商务平台能够通过社会营销（SM）和幸福管理（HM）等方式关注更广泛的社会议题，尤其是组织内部的相关问题。在分别梳理这三个概念的文献之后，一个尚未得到充分研究的关键问题仍然存在：这些领域只是彼此共存，还是能够以有意义的方式相互促进？如果可以，电子商务在这一过程中扮演什么角色？本研究正是针对这一问题展开。

研究方法：研究使用Web of Science和Scopus数据库，对社会营销与幸福管理相关文献开展文献计量综述，并采用PRISMA方法以及Bibliometrix和VOSviewer工具。该方法组合支持构建共现网络图和合著网络图，从而提高了研究的分析深度。

研究结果：在筛选并分析65篇文章后，研究发现电子商务构成连接幸福管理与社会营销的结构性轴线，并成为展示员工幸福相关举措的渠道。分析表明，幸福管理仍处于发展阶段，而社会营销已呈现较为成熟的发展轨迹。然而，这两个领域都缺乏足够稳健的合著合作群体，说明有必要加强协同研究。

结论：本研究确认电子商务是连接组织幸福管理与社会营销战略的重要纽带，并由此塑造了一个新兴研究领域。研究还表明，希望获得长期竞争优势的组织，应利用数字平台推动社会责任和员工福祉。

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关键词：
幸福管理，
社会营销，电子商务，
福祉，
电子平台，
消费者行为。

09_RSN_17(36)_236_Social_marketing

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Dimensions

PlumX