Social Media Use in Election Campaigns: Bibliometric Analysis of Global Research Trends and Future Directions

Social media has dramatically changed how political messages are shared, necessitating a thorough investigation of its influence. The widespread use of social media platforms has introduced new complexities, including the rapid dissemination of information and the formation of digital echo chambers, which have fundamentally altered the dynamics of democracy. This study employs a bibliometric analysis to examine the evolving research landscape on the impact of social media on elections from 2010 to 2024. The analysis identifies key authors, publications, sources, trends, and maps the structural development of the field using data from the SCOPUS database. Additionally, VOSviewer was used to analyse keyword co-occurrence and visualise the research network. The study also explores future research opportunities through emerging keywords, with particular attention to topics such as misinformation and machine learning. It further highlights the need for greater regional representation, as current research is predominantly focused on Western democracies. Ultimately, this study aims to provide a comprehensive overview of the field, identify existing knowledge gaps, and support future academic inquiry and policy development in the digital age of elections, where voters and political actors are both participants and consumers.