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