Bibliometric Analysis of the Evolution and Impact of Short Videos in E-Commerce (2015-2024): New Research Trends in AI

Over a decade of rapid growth in short video content has opened increasingly in-depth perspectives on this topic, with increasingly diverse scientific publications exploring different aspects of this phenomenon. Short videos have rapidly transformed the e-commerce landscape, influencing consumer behavior, marketing strategies, and technological advancements. This study used bibliometric analysis to evaluate existing research on short videos in e-commerce and identify key trends, research clusters, and influential publications. Using Scopus (2015-2024) data, co-citation, keyword co-occurrence, and bibliographic matching analyses were conducted. Publication analysis revealed three stages: initial (2015-2018) with limited research, growth (2019-2020) with increased interest, and explosive growth (2021-2024). Keyword co-occurrence analysis highlights interconnected research topics, with "video platforms," "short video," and "social media" forming a central cluster. The cluster indicates a recent focus on the "social context" of short videos in e-commerce. Co-citation analysis identifies key research clusters covering e-commerce and user behavior, user experience, advertising effectiveness of short videos, methodology, and underlying theories. These findings are helpful for researchers seeking to understand short-form video utilization in e-commerce. Insights are required to develop effective marketing strategies, improve user experiences, and capitalize on technological innovation in this rapidly evolving space.