Emerging trends in social media marketing: a retrospective review using data mining and bibliometric analysis

• Published in: Future business journal Vol. 10; no. 1; pp. 23 - 16
• Main Authors: Bashar, Abu, Wasiq, Mohammad, Nyagadza, Brighton, Maziriri, Eugine Tafadzwa
• Format: Journal Article
• Language: English
• Published: Berlin/Heidelberg Springer Berlin Heidelberg 01.12.2024; Springer Nature B.V; SpringerOpen
• Subjects: Audiences; Bibliometrics; Biblioshiny; Brand loyalty; Business and Management; Consumer behavior; Consumers; Customers; Market strategy; Marketing; Research methodology; Social media marketing; Social media networks; Social media platforms; Social networks; Trends; VOSviewer; Word of mouth advertising; Social media marketing; Bibliometrics; Marketing tools; Social media networks; Biblioshiny; VOSviewer; Social media platforms
• ISSN: 2314-7210; 2314-7202; 2314-7210
• DOI: 10.1186/s43093-024-00308-6

The study conducts a comprehensive retrospective analysis of the social media marketing literature along with text mining and bibliometric analysis using data obtained from the Scopus database. The analysis is conducted for the literature published during 2007–2022 using VOSviewer application and Biblioshiny. The analysis revealed the publication trend and emerging themes in the research landscape of social media marketing. This study has pointed towards important theoretical and practical implications pertaining to the social media marketing. It contributes to the understanding of social media marketing research by identifying and listing the best journal, authors, country, documents, most occurred words, social and intellectual structure, and emerging research trends. The results revealed that social media marketing research is at the focal point of the researchers throughout the word. This study found that there are lack of studies from firm perspective especially small retailers; adoption of disruptive technologies such as AI, ML and block chain and its impact need more exploration.