A Bibliometric Analysis of Social Media Marketing and Consumer Behavior: Trends, Theories, and Future Directions

Abstract

This review paper provides an in-depth bibliometric study of the academic field of social media marketing (SMM) and consumer behavior (CB) with the focus on the developments trends, thematic development, citation patterns, and key figures in this rapidly developing field. It finds a more than doubled research production rate, especially since 2017, depicting the soaring importance of social media platforms in determining consumer behavior and the marketing approach. The major research topics include but are not limited to: social media marketing, consumer behavior, purchase intention, social networking (online), which are the main topics of the discussion, with an growing focus on sustainability and ethical consumption. The paper also brings to the fore the work of some of the key authors such as Dwivedi, Yogesh K.; Jacobson, Jenna; and Filieri, Raffaele; who have influenced the theoretical and methodological framework in SMM and CB. Co-authorship and citation-network based analysis of publications demonstrate that it is an interdisciplinary research community consisting of collaboration and cooperation across North America, Europe and Asia. Thematic trends indicate the growing importance of emerging trends in the social media like influencer marketing, the influence of social media on consumer trust, and cross-cultural differences in the use of social media. The paper concludes by explaining some of the potential future research trends, such as how social media affects sustainability, psychological impacts of social-media marketing, and the increased role of artificial intelligence in online marketing. The results will be helpful both to researchers and practitioners, guiding future research on the depths of the digital marketing and consumer behavior in an ever-evolving global environment.