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.

09_RSN_17(36)_236_Social_marketing

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Dimensions

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