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Journal : INJECT Interdisciplinary Journal of Communication

Communication Patterns and User Behavior in the Digital Marketplace: A Bibliometric Review Hasim; Fikri, Miftakhul
INJECT (Interdisciplinary Journal of Communication) Vol. 11 No. 1 (2026)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v11i1.5971

Abstract

Advances in digital technology have reshaped mediated communication patterns between brands and audiences, particularly through the convergence of e-commerce platforms like Shopee and video-based social media platforms like TikTok, which now serve as interactive communication ecosystems where persuasive narratives and social meanings are negotiated. This study aims to map the development of scientific research on communication patterns and user behavior on both platforms between 2021 and 2025 using a bibliometric approach. Through analysis of Scopus data filtered with PRISMA flowcharts and visualized using RStudio (Biblioshiny) and VOSviewer, a significant surge in publications was found, from 42 articles in 2021 to 188 articles in 2024. The dominance of keywords such as social media engagement, digital persuasion, and audience behavior indicates that communicative processes are central to shaping user responses. Conceptual mapping reveals that this study increasingly intersects with new communication technologies such as artificial intelligence and algorithms, signaling a shift towards data-driven, personalized communication strategies. From a communication science perspective, this study asserts that Shopee and TikTok operate as mediated spaces that redefine the construction of trust, identity, and digital rhetoric in the contemporary media ecosystem.
Co-Authors -, Ahmad Faqih Agus Setiyono Agus Soroso Ahmad Multazam, Ahmad Ahmad Sulaeman Ahmad Zainuri Alvionita, Mita Andi Sofyan Hasdam Anid Supriyadi Arafik Lamadi Ario Damar Assel, Abdurrahman Astuti, Sherly Awalia, Nur Bagu, Fery Rahmat A. Baruadi, Mahludin H. Daud Yusuf Desi Widiyanti Dewi Wahyuni K. Baderan Diko, Abdullah Kadir DIMAS ANDRIANTO Dwicesaria, Maheswari Alfira Dzahra, Fatimah Eko Pradjoko Ery Setiawan Evy Damayanthi Farid SM, Farid Fera Fitri Salsabila Fikri, Miftakhul Fitryane Lihawa Gita Eka Sila Humairoh Saidah I Dewa Gede Jaya Negara I Wayan Yasa Idqan Fahmi Indariani, Susi Insih Mohune IPB, DGB Irawan, Mohammad Bayu Irvan A. Salihi Iswan Dunggio Jahja, Sukma Dewanty Karyawan, I Dewa Made Alit Katili, Ardiyansyah S. Kurniawati, Estetika Mutiaranisa Lala M Kolopaking Lihawa, Fityane M Agus Setiadi Ma'mun Sarma Mahendra, Bagus Alam Mahludin H. Baruadi Mahludin H. Baruwadi Malik, Safira Putri H. Marike Mahmud Mega Safithri Moh. Hasan Machfoed Mohamad, Nurdin Moko, Faisal Musafir Nahrowi Noi, Siskawati Nufalia Hidayati Nurfaika Nurislamiah, Siti Oktariza, Wawan Pakaya, Parid Prasetyo, Mawardi Heru Pujiati Purwiyatno Hariyadi Rachmiani Rahayu Yulianti Rahman, Sitti Mutiah Rahmawati Damiti Rajak, Nurain Rakhmat Jaya Lahay Resdiani, Risa Ritonga, Aprilita Putri Defan Rohani Rubai, Ramlah Sabarudin, Didin Salamatun Asakdiyah, Salamatun Salehudin Setyawati, Ariesta Sri Purwaningsih, Sri Sudradjat Suherman, Sutianto Pratama Sukirman Rahim Sulistiyani Sumiati Suria Darma Tarigan Sutianto Syam S. Kumaji Syamsudin, Suryadi Ulfah Juniarti Siregar Waode, Faridawaty Wimadudin Z Thalib, Heru Zulfikar Muhammad, Zulfikar