Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


A Bibliometric Analysis of Digital Marketing In Specific to Social Media Trends

Author(s): Vibha Sharma and Amit Kumar

Social media are modes of communication by which users generate online societies to share information, ideas, personal messages and digital marketing. This usage has enlarged with the growing social media trends. Today’s youth are excessive users of social media. This study designed a map of trends in publications, attention on social networks, and social media trends over the last 20 years in the field of digital marketing. The software VOSviewer is used to map the occurrence of publications, keywords, and clusters of researchers active in the field in different regions. The results reveal a long history of research on social networks and social media trends. This paper aims to analyse and report published documents related to social media based on the data obtained from the Google Scholar database. As of August 2021, a total of 800 documents have been covered and analysed. This paper conducted the research documents and source types, source title, authorship, keywords, title and abstract analysis, and citation analysis. The results reflect improved progress effects of literature on social media trends from 2000 up to 2021.

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