Investigating the influence of digital and social media marketing on university brand equity: an in-depth literature review and bibliometric study

Purpose The study of how universities use digital and social media marketing (DSSM) to build and enhance brand value is becoming increasingly important. So, promoting the utilization of DSSM to establish brand value has become an increasingly significant concern on a global scale. This study aims to conduct a bibliometric analysis of academic literature focused on using DSSM strategies that impact the brand value of universities. Design/methodology/approach The collected data is derived from the Scopus database from 2005 to 2024. R-Studio and VOSviewer are used to conduct preliminary data analysis, perform citation and cocitation analysis and establish bibliographic coupling in conjunction with coauthoring. The authors use a synthesis methodology to enhance the comprehension of the subject matter and organization of DSSM and its portrayal in scholarly works. Findings There is a significant increase in the number of scientific research papers, with an annual growth rate of 29.21%. Through the analysis, the authors have determined that the USA, Indonesia, Malaysia and India are the countries that produce the most research articles on influence of DSSM on brand equity. The business journals “Developments in Marketing Science: Proceedings of the Academy of Marketing Science,” “International Journal of Data and Network Science,” “Journal of Marketing for Higher Education” and “Journal of Research in Interactive Marketing” have published the highest number of research articles in the respective fields. Originality/value This paper aims to enhance the comprehension of the substance and organization of DSSM and its portrayal in the literature. Unlike the recent progress in incorporating digital and social media content, this study demonstrates a greater thoroughness regarding the methodology and databases used. The results of this study provide a useful addition to the current literature on the successful utilization of DSSM to establish and enhance the brand value of universities.