Social Media and Millennials: Visualising Insights Through Bibliometric and Content Analysis

This study collates the academic literature on social media and millennials by extracting data from Scopus and Web of Science databases. In this study, 321 research articles on the theme of social media and millennials were investigated after removal of duplicates and non-contextual articles. This study used Biblioshiny and VOSviewer for the analysis and future research avenues are also identified. Through this review, six major themes are identified: brand engagement, purchase intention, attitude towards social media, Instagram, service recovery and brand experience. Future research agendas are also highlighted within each theme. This study serves as a source of reference for researchers to conduct further research on the theme of social media and millennials. Additionally, practitioners will acquire a thorough comprehension of this study field.