Anglicisms in digital marketing within an academic context

The expansion and globalization of marketing and technology make lexical creation and the use of anglicisms inherent characteristics, more evident when both fields are combined in digital marketing. In this article the subject descriptors of the Master in Digital and Social Marketing Management at the University of Cadiz have been analysed with the objective of identifying and quantifying raw anglicisms, their degree of specialization and their recording in DRAE, in specialized dictionaries and in CORDE, CREA and CORPES XXI, specifying the countries and most fertile decades. By contrasting its meaning and context in relevant literature, it is determined whether raw anglicisms are unnecessary (URA), product of variables derived from extralinguistic reasons in fashion among professionals, or necessary (NRA), since there exists an empty lexical gap in Spanish. Results show a change in the communicative paradigm of current d igital marketing towards the active experience of consumers, a recent lexical field in continuous development that requires constant updating.