Bibliometric Analysis and Systematic Review of Social Media‎Marketing Research Trends, Identifying Thematic Clusters and ‎Emerging Trends

  • Authors

    • Tilak Ch Das Assistant Professor, Department of Commerce, Gauhati University, Assam, India
    • Saptadweepa Shandilya Assistant Professor, Department of Commerce, Gauhati University, Assam, India
    • Manyata Barman Manyata Barman, Lecturer in Humanities (Commerce), Assam Engineering Institute, Assam, India
    https://doi.org/10.14419/9zky1417

    Received date: July 18, 2025

    Accepted date: September 10, 2025

    Published date: September 20, 2025

  • Social Media Marketing (SMM); Consumer Engagement; Bibliometric Analysis; Systematic ‎Review; Artificial Intelligence‎.

  • Abstract

    The rapid growth of social media has significantly influenced marketing practices, making it a ‎central topic of academic interest. This paper offers a comprehensive review of research in social ‎media marketing (SMM) from 2010 to 2024. A total of 98 peer-reviewed articles were analyzed ‎using a dual-method approach—systematic review, following PRISMA guidelines, and ‎bibliometric mapping through VOSviewer software. The analysis highlights a clear increase in ‎research output after 2015, reflecting the growing role of social platforms in marketing strategy. ‎Four major themes are identified: consumer engagement, brand strategy development, platform-specific marketing approaches, and ethical considerations such as data privacy and algorithmic ‎fairness. The review also reveals a shift toward more rigorous methodologies, with increased use of ‎mixed methods and longitudinal studies. Geographical analysis shows a research concentration in ‎North America and Europe, with limited contributions from emerging markets. By synthesizing ‎past findings and identifying gaps, this study provides direction for future research and practical ‎insights for marketers navigating an evolving digital landscape. It adds value by clarifying the ‎structure of the field, highlighting key influencers, and suggesting areas where further investigation ‎is both possible and needed‎.

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    Das, T. C., Shandilya, S. ., & Barman , M. . (2025). Bibliometric Analysis and Systematic Review of Social Media‎Marketing Research Trends, Identifying Thematic Clusters and ‎Emerging Trends. International Journal of Accounting and Economics Studies, 12(5), 805-819. https://doi.org/10.14419/9zky1417