Social Media Marketing: A Bibliometric Analysis

Abstract

Purpose: Unimaginable alterations have occurred in the marketing sector throughout the last hundred years. It is impossible to comprehend the extent of the transformation that marketing strategies, tools, and tactics have undergone. Within a traditional economy, a market was confined to a specific physical location with limitations related to time, location, and utility. Globalization has caused the whole market to shrink to the size of a human hand as all of the markets are at our fingertips. From its inception as a platform for social communication, social media is said to have developed into an effective tool for brand positioning, advertising, and many other marketing management responsibilities. Keeping up with the latest advancements in the marketing and tooling industries is crucial for any firm. In this paper, an attempt is made to present one of the most relevant marketing trends. The paper’s primary goals are to increase readers’ understanding of eco-friendly products and their comprehension of social media marketing. This study offers a bibliometric analysis of social media marketing research from 1994 to 2023 to help the researchers.

Design/Methodology/Approach: The Scopus database was utilized to ascertain the most cited papers, prolific authors, countries, and organizations, as well as year-wise publications. Keyword occurrence, co-authorship networks, and inter-country co-authorship networks were analysed using the Vosviewer program and Biblioshiny.

Findings: The study’s conclusions show that the United States is the nation most engaged in social media marketing research; Evans WD’s work, which is the most referenced in the field, examined children’s use of social media and social media campaigns. Hudders, Lisalot is the most prolific writer in the field of social media marketing. Additionally, this research has shown that the University of California has produced a significant amount of literature on social media marketing.

Originality/Value: This study offers a path to future researchers on the topic of social media marketing by providing journals, authors, institutions, countries and keywords related data that are projecting the area of social media marketing.

Paper Type: Review of Literature