Reduction of the Digital Divide: A Source of Value

Abstract

The aim of this work is to ascertain how the digital divide interferes with the value creation process of firms. The main source of value is the customer, and therefore, both the terms digital divide and customer are analysed through the assumption that firms can create value by focusing on their customers. To achieve this objective, a bibliometric analysis of the current literature is proposed. This bibliometric analysis follows SPAR-4-SLR and PRISMA 2020 guidelines for rigour and transparency and uses POWER to structure the review and derive an actionable future research agenda. A total of 487 papers from the Web of Science database, published between 2001 and 2024, were analysed. The SciMAT software was employed to identify the relevant themes and their evolution arising from the association of the digital divide and customers. The results underscore the importance of health services in the development of knowledge and highlight how digital literacy remains a salient topic for exploration in marketing strategy. Moreover, the digital divide is presented as an opportunity both to serve new markets and to provide value for firms and society.