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All Journal JBTI : Jurnal Bisnis : Teori dan Implementasi JPPM (Jurnal Pengabdian dan Pemberdayaan Masyarakat) Prosiding Seminar Nasional Program Pengabdian Masyarakat Jurnal Manajemen dan Pemasaran Jasa INJECT Interdisciplinary Journal of Communication
Indah Fatmawati
Universitas Muhammadiyah Yogyakarta
Religion Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Medicine & Pharmacology Public Health Social Sciences

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Journal : INJECT Interdisciplinary Journal of Communication

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A Bibliometric Analysis of Social Media in Marketing: Mapping Research Trends, Topics, and Keywords from 2019-2024 Nafisah Arinilhaq; Indah Fatmawati
INJECT (Interdisciplinary Journal of Communication) Vol. 10 No. 1 (2025)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v10i1.4593

Abstract

The study investigates scholarly publications to identify dominant themes, keyword occurrences, and citation networks related to social media marketing. This study used VOS Viewer and RStudio. The findings indicate that "social media" is a key focus in academic discourse, emphasizing its importance in audience engagement and business conversion. The study adds theoretical value by mapping current trends and providing insights for future research. Practically, it encourages businesses to adapt to changing social media trends in order to improve their marketing effectiveness. However, because the analysis is limited to bibliometric data, future research should employ case-based or experimental approaches.
Co-Authors Agung Sulistyo Bakhrul Fahmi Dita Kameilinda Junaedi Fatikha Rizdiana Dewi Febrina Annisa Fauziyah Hussein Gibreel Musa Nafisah Arinilhaq