A Scientometric Analysis of Social Media and Consumer Behaviour

This study provides a complete picture on "influence of social media on consumer behaviour", through conducting a comprehensive analysis of literature.For the analysis 1117 documents are retrieved from 323 sources during the period 2001-2024(April 2024) from relevant articles in the Scopus Database using specific keywords.The analysis was conducted using VOS Viewer and Biblioshiny application.This study focuses on the importance of social media influence among the consumers behaviour.This study enhances the understanding of influence of social media on consumer behaviour research through identifying and listing the prominent authors and their contributions, top listed articles, top listed universities and their contribution, most occurring keywords and most cited documents etc.The results revealed that there is change in consumer behaviour by virtue of the social media use.And this study also shows that social media have a potential to grow as a marketing space.On the other side there are lack of studies in the relevant area.