New Insights into the Research of Social Media Marketing and Consumer Behaviour: A Scientometric Analysis of a Decade

Abstract

Using documents that were published and indexed in Scopus between 2010 and 2021, this study assesses the state of research on the impact of social media marketing on consumer behavior (SMM-CB). As a result, the benchmark publications and publication patterns on SMM-CB research were studied. The network of co-authorships, keywords, and citations for SMM-CB study was evaluated by scientometric analysis. A Scopus search turned up 594 published documents on SMM-CBA, but a trends study of articles from 2010 to 2021 revealed a > 3,01% rise. Articles (346, or 58.2% of all publications, TP) and the Journal of Research in Interaction Marketing (34, or 5.72% of all publications, TP) are the favored document format and journal, respectively. The benchmark article has 1,166 citations and is titled “Networked narratives: Understanding word-of-mouth marketing in online groups.” The most prolific author is Charles F. Hofacker, and Florida State University and the University of Nevada, Las Vegas are the top institutions of higher learning. In particular, in the United States, India, and the United Kingdom, national research policies and economic interests are a major source of interest. Five important research hotspots were identified through the co-occurrence of keywords that explain the fundamental tools, theories, techniques, socioeconomic dynamics, and financial dynamics of SMM on CB. Future research will include the most prolific stakeholders, funding organizations and research hotspots & themes on SMM-CB research.