Bibliometric Analysis on Social Media Marketing Research

Article Sidebar

PDF (Indonesian)
Published: Dec 31, 2022
DOI: https://doi.org/10.56873/jpkm.v7i2.4920
Keywords:
bibliometric, Google Scholar, social media marketing, VOSviewer
Dimensions
Altmetrics
Statistics
Read Counter : 639
Download : 911
Crossmark/ Data Version

Main Article Content

Vivi Herlina
a:1:{s:5:"en_US";s:33:"STIA Nusantara Sakti Sungai Penuh";}

Abstract

Social media marketing utilization is an evolving marketing tool rapidly. The objectives of this research are to map research trends of social media marketing on marketing performance and to know research productivity in terms of researchers, publishers, and citations. The bibliometric analysis method by using VOSviewer was used in this research. There were 493 articles from 2000 until 2021 of Google Scholar to be reviewed. The advantage of using Google Scholar as a data source is that it could generate more research than just a specific database. The results showed that most social media marketing research development took SMEs as the object. Whereas most articles were written by Eunju Ko. Network Visualizations showed there were seven clusters. Furthermore, Density Visualization indicates some related research to social media marketing, were medium, firm, social structure, advertising, digital marketing, and measurement. Meanwhile, the rare research consists of consumer behaviour, ROI, digital marketing, performance, the fast fashion industry, and luxury fashion brand. It has a meaning that there is an opportunity for future researchers in this field.


Article Details

Issue
Vol. 7 No. 2 (2022): December 2022
Section
Informatics
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

The proposed policy for journals that offer open access

Authors who publish with this journal agree to the following terms:

  1. Copyright on any article is retained by the author(s).
  2. Author grant the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
  3. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  4. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
  5. The article and any associated published material is distributed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

References

Alves, H., Fernandes, C., & Raposo, M. (2016). Social Media Marketing: A Literature Review and Implications. Psychology & Marketing, 33(12), 1029–1038. https://doi.org/10.1002/mar.20936

Chanthinok, K., Ussahawanitchakit, P., & Jhundra-indra, P. (2015). Social Media Marketing Strategy and Marketing Performance: Evidence from E-commerce Firms in Thailand. AU-GSB E-Journal, 8(1), 1–19. http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/1454

Halevi, G., Moed, H., & Bar-Ilan, J. (2017). Suitability of Google Scholar as a source of scientific information and as a source of data for scientific evaluation—Review of the Literature. Journal of Informetrics, 11(3), 823–834. https://doi.org/10.1016/j.joi.2017.06.005

Harzing, A.-W. (2016). General/keyword search. Harzing.Com. https://harzing.com/resources/publish-or-perish/manual/using/use-cases/general-search

Ismagilova, E., Dwivedi, Y., Lal, B., Rana, N., & Doneddu, D. (2021). Return On Investment In Social Media Marketing: Bibliometric Analysis. UK Academy for Information Systems Conference Proceedings, 17. https://aisel.aisnet.org/ukais2021/17/

Nyambu, E. M. (2013). Influence of Social Media Marketing on Performance of Telecommunication Firms In Kenya. International Journal of Innovative Research & Development, 2(9), 184–190. http://www.internationaljournalcorner.com/index.php/ijird_ojs/article/view/133905

Pang, C., Wu, X., Ji, X., & Quan, V. (2020). Bibliometrics of Social Media Marketing: The Development Status and Quantitative Analysis. Proceedings of the IEEE International Conference on Software Engineering and Service Sciences, ICSESS, 2020-Octob, 449–452. https://doi.org/10.1109/ICSESS49938.2020.9237686

Pekdemir, E. (2018). Google Scholar Through the Eyes of Academics. International Technology and Education Journal, 2(2), 1–10. http://ekuad.ejournalmanagement.com/admin/articles/google-scholar-through-the-eyes-of-academics.pdf

Perkadosi. (2019). Mengenal Lebih Dekat “ResearchGate.” http://perkadosi.web.id/2019/04/28/mengenal-lebih-dekat-researchgate/

Permata, A. A. (2017). Pemanfaatan Media Sosial untuk Jual Beli Online di Kalangan Mahasiswa FISIP Universitas Airlangga Surabaya melalui Instagram. Libri-Net, 6(1), 1–19. http://journal.unair.ac.id/LN@pemanfaatan-media-sosial-untuk-jual-beli-online-di-kalangan-mahasiswa-fisip-universitas-airlangga-surabaya-melalui-instagram---article-11412-media-136-category-8.html

Polańska, K. (2014). Social Media in Modern Business. European Scientific Journal, 1, 335–345.

Raj Y, A., Hemalatha, J., & Munuswamy, S. (2021). A Bibliometric Study on Effect of Social Media Marketing on Customer Engagement. Turkish Online Journal of Qualitative Inquiry (TOJQI), 12(8), 2960–2971. https://tojqi.net/index.php/journal/article/view/4750

Romdonny, J., & Rosmadi, M. L. N. (2018). Peran media sosial dalam mendukung pemasaran produk organisasi bisnis. Ikra-Ith Ekonomika, 1(2), 25–30. https://www.neliti.com/publications/267974/

Salimi, D., Tavasoli, K., Gilani, E., Jouyandeh, M., & Sadjadi, S. J. (2019). The impact of social media on marketing using bibliometrics analysis. International Journal of Data and Network Science, 3(3), 165–184. https://doi.org/10.5267/j.ijdns.2019.2.006

Suryani, ita. (2014). Pemanfaatan Media Sosial sebagai Media Pemasaran Produk dan Potensi Indonesia dalam Upaya Mendukung ASEAN Community 2015. Jurnal Komunikasi, 8(2), 123–138. https://journal.uii.ac.id/jurnal-komunikasi/article/view/6471

Thaha, A. R., Maulina, E., Muftiadi, R. A., & Alexandri, M. B. (2021). Research Trends and Mapping on Social Media in SMEs: A Bibliometric Analysis. Library Philosophy and Practice (e-Journal), 5591. https://digitalcommons.unl.edu/libphilprac/5591

Triwahyuningtyas, D., Sundaygara, C., Widiaty, I., Nandiyanto, A. B. D., Aji, S. D., & Hudha, M. N. (2021). Bibliometric analysis of the term ‘STEM module.’ IOP Conference Series: Materials Science and Engineering, 1098(3), 032031. https://doi.org/10.1088/1757-899x/1098/3/032031

Watie, E. D. S. (2016). Komunikasi dan Media Sosial (Communications and Social Media). Jurnal The Messenger, 3(2), 69. https://doi.org/10.26623/themessenger.v3i2.270

Zhou, L., & Wang, T. (2014). Social media: A new vehicle for city marketing in china. Cities, 37, 27–32. https://doi.org/10.1016/j.cities.2013.11.006