Trends in Technology-Based Media Branding in the Communication Discipline
TL;DR
This study maps publication trends, author and country productivity, citation patterns, collaboration, and keyword structures in literature retrieved for technology-based media branding and describes the bibliometric structure of the retrieved corpus.
Abstract
Background Digital media technologies have changed how organizations communicate brand identity and interact with audiences. This study maps publication trends, author and country productivity, citation patterns, collaboration, and keyword structures in literature retrieved for technology-based media branding. Methods A bibliometric analysis was conducted on 153 Scopus-indexed documents published from 2015 to March 2026. Records were analysed using VOSviewer, Biblioshiny in R 4.4.1, and Microsoft Excel. Results Publication output fluctuated during the study period and increased after 2021. China contributed the largest number of publications, while the United States showed substantial international collaboration. The keyword map contained communication- and branding-related terms as well as health- and demographic terms, indicating that the broad retrieval strategy captured an interdisciplinary corpus. Conclusion The findings describe the bibliometric structure of the retrieved corpus. They do not establish causal relationships between digital technology use and publication growth. The presence of health-related terms also requires cautious interpretation and indicates a need for a more focused search strategy in future bibliometric studies.