Social Media Marketing Research : Bibliometric Analysis
Bilah Samping Artikel
Isi Artikel Utama
Abstrak
Purpose: This study aims to determine the development of research on social media marketing articles and find out how VOSviewer visualization is based on keywords and author collaboration on Scopus indexed journal articles.
Design/methodology/approach: a systematic mapping with quantitative descriptive method with social media marketing based on bibliometric analysis
Findings: Based on the results of the VOSviewer visualization, 6 clusters and 42 keywords were found with 891 authors. Research on social media marketing written by authors from the United States is the most research published on Scopus. From the results of the VosViewers mapping, the keywords that often appear are social media marketing, Facebook and digital marketing
Research limitations/implications: This study is limited to a single database, Scopus
Originality/value: This article is original
Paper type: a Research Paper
##plugins.generic.usageStats.downloads##
Rincian Artikel
Referensi
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
Eck, N. J. Van, & Waltman, L. (2014). Measuring Scholarly Impact. In Measuring Scholarly Impact. https://doi.org/10.1007/978-3-319-10377-8
Elsevier. (2015). Discover why the world’s leading researchers and organizations choose Scopus. Elsevier.
Genelius, S. (2011). 30-Minute Social Media Marketing. McGraw-Hill Companies.
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current Issues in Tourism, 16(3), 211–239. https://doi.org/10.1080/13683500.2012.662215
Hoffman, D. L., & Fodor, M. (2010). Can You Measure the ROI of Your Social Media Marketing? https://sloanreview.mit.edu/article/can-you-measure-the-roi-of-your-social-media-marketing/
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kozinets, R. V, de Valck, K., Wojnicki, A. C., & Wilner, S. J. . (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jmkg.74.2.71
Liu, Z., & Park, S. (2015). What makes a useful online review? Implication for travel product websites. Tourism Management, 47, 140–151. https://doi.org/10.1016/j.tourman.2014.09.020
Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7), 1153–1159. https://doi.org/10.1016/j.indmarman.2011.09.009
Pang, C., Wu, X., Ji, X., & Quan, V. (2020). Bibliometrics of Social Media Marketing: The Development Status and Quantitative Analysis. Proceedings of the IEEE International Conference on Software Engineering and Service Sciences, ICSESS, 2020-Octob, 449–452. https://doi.org/10.1109/ICSESS49938.2020.9237686
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102–113. https://doi.org/10.1016/j.intmar.2012.01.002