Social Media Marketing Research

Abstract

Purpose: This study aims to determine the development of research on social media marketing articles and find out how VOSviewer visualization is based on keywords and author collaboration on Scopus indexed journal articles. Design/methodology/approach: a systematic mapping with quantitative descriptive method with social media marketing based on bibliometric analysis Findings: Based on the results of the VOSviewer visualization, 6 clusters and 42 keywords were found with 891 authors. Research on social media marketing written by authors from the United States is the most research published on Scopus. From the results of the VosViewers mapping, the keywords that often appear are social media marketing, Facebook and digital marketing Research limitations/implications: This study is limited to a single database, Scopus Originality/value: This article is original Paper type: a Research Paper