Trends and Impact of Social Media Marketing and Online Customer Reviews: A Bibliometric Study

Abstract

This study analyzes trends in the literature related to social media marketing, online customer reviews, digital marketing, e-commerce, and electronic word-of-mouth (e-WOM) using a descriptive bibliometric approach. By selecting 219 relevant articles, the study identifies publication patterns, authorship, citations, and collaborations within this field. The data were analyzed using VOSviewer to generate visual maps illustrating the development of these research themes. The findings provide insights into the influence of social media marketing and e-WOM on consumer behavior and sales in e-commerce, while also highlighting opportunities for further research to develop more effective digital marketing strategies.