The digital era has had a great impact on the behavior of human beings and companies, primarily in marketing strategies. Due to this, a whole research trend was created, which transiently modified the traditional concept to what is now known as digital marketing. Around this new topic, a lot of modifications arose in notions such as the eWOM, which has an impact on the profits of companies, depending on the platform, the product, and the form of measurement that is carried out (Rosario et al. , 2016). As well as, there were alterations in the marketing mix, in the platforms and styles of publication, and in the behavior of people, by going on to recognize brands as better or more valuable, by finding enough information required in a digital manner (Degeratu & Rangaswamy, 2000). In the development of the systematic literature review, the most relevant changes from 1980 to the most recent studies and advances are shown over the years. Which allows to identify, temporarily how and what were the advances in both social and business culture. As a result, and giving some examples, the effects of the digital age on the growth of companies, sectors and people were determined. It should be noted that, entrepreneurially, there must be the capacity for adaptation, research and change towards digital strategies, taking into account the trends of society and the behavior of individuals.
