Discrepancies in Popularity and Research Focus in Online Social Networks

Purpose – As the usage of online social networks increases, so does the volume of research addressing them. The aim of this research study is to explore the relationship between the popularity of online social networks and their prevalence in scientific literature. Design / methodology / approach – This study conducts a bibliometric analysis, analysing publications related to the fifteen most popular online social networks worldwide, including Douyin, Facebook, Instagram, Kuaishou, Pinterest, QQ, Reddit, Snapchat, Telegram, TikTok, WeChat, Weibo, WhatsApp, X (formerly Twitter), and YouTube. The objective is to identify current trends in online social networks research and assess whether these trends align with user engagement levels. Results – The findings highlight substantial discrepancies with the most notable in case of Twitter, which, despite being only the 12th largest network by monthly active users count, is prominently featured in approximately 40% of publications. In contrast, Facebook, despite its leading user base, is featured in about 30% of studies. The representation of other networks in scholarly discourse shows considerable variation, with some networks scarcely mentioned despite significant public usage. Originality / value – This research offers a comprehensive analysis of how the popularity of various online social networks correlates with their academic research coverage, highlighting discrepancies and exploring underlying factors. Future research should extend beyond selected platforms to understand the unique social, cultural, economic or political impacts of each online social network. Additionally, there is a critical need for ongoing adaptation in research methodologies in response to the rapid evolution of online social networks to ensure that academic inquiries remain pertinent and responsive to real-world changes.