Bibliometric Mapping of Social Media Banking: Analyzing Research Trends and Developments

Abstract

This bibliometric study explores the burgeoning field of social media banking, which merges banking services with social media platforms to facilitate customer access to financial services. Utilizing Scopus as the source for bibliographic data and adhering to PRISMA guidelines for document selection, the analysis employs bibliometric software tools such as Biblioshiny, VOSviewer, and CiteSpace to visualize and analyze key trends, themes, and influential contributors from 2007 to 2024. The study reveals significant annual growth in scientific production, with 2,494 authors contributing 794 documents, averaging 8.69 citations each. Prominent research clusters include the intersection of social media and banking, such as security, sentiment analysis, customer engagement, blockchain, and fintech. Citation bursts for keywords like “internet banking” and “social networking” indicate shifts in scholarly interest. Furthermore, the study identifies the most relevant authors, sources, and globally cited documents, while also exploring current trend topics, a thematic map, and bibliographic coupling. Visualizations like the co-occurrence of keywords and topic dendrograms provide deeper insights into developing themes and research connections. Notably, the role of social media platforms in banking has spurred extensive research into corporate reputation management, CSR communication, and financial technology. The study also highlights research gaps and practical implications, suggesting that banking institutions can innovate by leveraging social media strategies to enhance user experience and trust. In summary, the findings outline emerging opportunities and gaps, pointing to areas for future research and development in social media banking.