A Review on Social Media Trends and Bibliometric Analysis

The rapid expansion of social media has introduced a powerful marketing strategy known as social media marketing (SMM), which has become a central focus of research across various disciplines. This study seeks to identify trends and priority areas within the scientific literature on SMM through a bibliometric analysis. Using VOS viewer software, the study examined 1,824 articles published between 2011 and 2022 in the Scopus database. Additionally, a systematic review of 997 papers was conducted to pinpoint the most influential authors, journals, and articles in the field. The analysis revealed key trends such as publication growth, leading journals, prominent institutions, countries, and collaboration networks. The findings highlight a substantial increase in SMM research, with the Journal of Research in Interactive Marketing publishing the highest number of articles. Australia and the United States emerged as the leading contributors, with Facebook, Instagram, and Twitter identified as the most frequently studied platforms. These insights provide valuable guidance for optimizing social media strategies and aligning them with current trends.