Exploring the Influence: A Bibliometric Analysis of Social Media Marketing in the Digital Era

Authors

  • Frans Sudirjo University of 17 August 1945 Semarang
  • Selvia Junita Praja Institut Pemerintahan Dalam Negeri (IPDN)
  • Syamsu Rijal Universitas Negeri Makassar

DOI:

https://doi.org/10.58812/wsis.v1i6.104

Keywords:

Social Media Marketing, Digital Era, Bibliometric Analysis

Abstract

This study presents a bibliometric analysis of the term "social media marketing" to explore the growing trends, key contributors, and thematic focus in the academic literature. Social media marketing represents the integration of social media utilization practices and principles into marketing strategies and activities, highlighting the growing importance of technological developments to economic practices in the use of social media. This research examined 980 articles with themes related to marketing management. In the context of this study, we concluded that marketing management articles were classified into twelve clusters. Marketing management research trends related to social media are of great interest to research on the marketing side. There are several topics that frequently appear in publications, such as the social media marketing perspective of one variable against another.

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Published

2023-06-30

How to Cite

Sudirjo, F., Praja, S. J., & Syamsu Rijal. (2023). Exploring the Influence: A Bibliometric Analysis of Social Media Marketing in the Digital Era. West Science Interdisciplinary Studies, 1(06), 302–313. https://doi.org/10.58812/wsis.v1i6.104

Issue

Vol. 1 No. 06 (2023): West Science Interdisciplinary Studies

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Articles

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Copyright (c) 2023 Frans Sudirjo, Selvia Junita Praja, Syamsu Rijal

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