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All Journal JURNAL ECONOMIA JDM (Jurnal Dinamika Manajemen) Dinamika Pendidikan EQUILIBRIUM JAM : Jurnal Aplikasi Manajemen Jurnal TIMES Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Benefit: Jurnal Manajemen dan Bisnis Management Analysis Journal Jurnal Ilmiah Peuradeun PROSIDING KOMUNIKASI Jurnal Surya Masyarakat Jurnal Entrepreneur dan Entrepreneurship SENSITEK Jurnal Surya Masyarakat Economics and Digital Business Review Information System Journal (INFOS) SPRINTER: Jurnal Ilmu Olahraga Prosiding SNPBS (Seminar Nasional Pendidikan Biologi dan Saintek) Indonesian Journal of Advanced Research (IJAR) Jurnal Abdimas Jatibara International Journal of Application on Economics and Business Equilibrium: Jurnal Ekonomi Syariah
Tony Wijaya
STMIK Pontianak
Religion Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : Indonesian Journal of Advanced Research (IJAR)

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Mapping the Research Landscape of Social Media Strategies for Brand Awareness: A Bibliometric Analysis Rahmadani, Aulia; Sutirman, Sutirman; Wijaya, Tony
Indonesian Journal of Advanced Research Vol. 4 No. 6 (2025): June 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v4i6.14603

Abstract

This study examines the development of the global literature related to social media strategies in building brand awareness through bibliometric analysis of 122 Scopus articles (2009–2025). Using VOSviewer, this study maps publication trends, collaboration networks, geographic distribution, and thematic clusters by keyword. The results show a significant increase in publications since 2020, with the dominance of contributions from the United States, India, and the United Kingdom. Eight main clusters were identified, including purchase intent, influencer marketing, and e-WOM. This study makes a theoretical contribution to the mapping of the digital marketing literature and offers practical implications for MSME actors in utilizing social media to strengthen brand positions, as well as encouraging global research collaboration in the era of digital transformation.
Co-Authors A.A. Ketut Agung Cahyawan W Agung Utama Ahmad Wahyudi Anas Hidayat, Anas Anita Mustikasari Arif Wibowo Arini, Yayang Putri david Dela, Rilma Maya Diyah, Ida Aryati Ekadipta Ekadipta Fista, Theresia Fitri Fidia Fitri Yanti Gultom, Ria Pebrianti KARLINA DWIJAYANTI, KARLINA Kuncoro, Andreas M Mahanani, Alif Utama Maimun Sholeh Mareliasari, Avia Margaretha Kuway, Susanti Moerdyanto, Moerdyanto Moh Nasuka Muhamed, Nurul Aini Nugroho, Novanda Adi Nurhadi Purwanti, Suci Rahmadani, Aulia Rini Tri Hastuti Saifudin, Mukhamad Sandy Kosasi Santi Budiman saptawan, ferry Sigit Prasetyo Sunjoyo Suryaningtyas, Arum Sutirman Sutirman Wardana Wardana