A Bibliometric Analysis of Social Media Marketing Research: Insights from Scopus

Shaheen, Heba Gamal

doi:10.21608/jsb.2024.337042.1844

A Bibliometric Analysis of Social Media Marketing Research: Insights from Scopus

Document Type : Original Article

Author

Heba gamal Shaheen

Mansoura university - faculty of arts- mass communication department

10.21608/jsb.2024.337042.1844

Abstract

The purpose of this review is to provide a comprehensive bibliometric overview to enhance understanding of the academic landscape of social media and marketing in the last decade, inform future research directions, and identify impactful contributors and themes within the field.
A complete keyword search on Scopus database yielded 18,844 publications linking social media platforms to marketing. Applying inclusion and exclusion criteria narrowed the findings to 1,872 relevant articles.
This bibliometric analysis is based on PRISMA framework. VosViewer was used for the purpose of data visualization.
The results indicate that social media is becoming increasingly significant in marketing, as shown by a thorough review of the leading countries, educational institutions, top journals, most prolific authors, and prevalent trends and key words in this research area. Furthermore, the analysis highlights primary research topics and disciplinaries connecting social media to marketing. A visual representation of the relationships between the most prominent research clusters was also developed, offering valuable insights for both researchers and practitioners on the influence of social media in marketing and identifying key research gaps requiring further research like: AI-driven marketing, mobile marketing, self-branding, virtual influencer, Influencer marketing, online advertising, behavior change, understanding how social media campaigns promote sustainability and the integration of virtual reality in social media campaigns. Additionally, methods and tools like empirical studies, thematic analysis and big data analytics for instance should be more employed in future social media marketing research.
The research emphasizes the need for additional bibliometric research, particularly focusing on the specific impact of each individual social media platform on marketing. Moreover, it recommends conducting bibliometric analyses on Arabic databases to advance the understanding of social media marketing research in particular, and electronic marketing studies in general in the Arabic context.

Keywords

Main Subjects

Marketing

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