INJECT Interdisciplinary Journal of Communication
Vol. 10 No. 1 (2025)

A Bibliometric Analysis of Social Media in Marketing: Mapping Research Trends, Topics, and Keywords from 2019-2024

Arinilhaq, Nafisah (Unknown)
Fatmawati, Indah (Unknown)

Article Info

Publish Date
15 Jul 2025

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.

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Journal Info
INJECT Interdisciplinary Journal of Communication
Website

Abbrev

inject

Publisher

Universitas Islam Negeri Salatiga

Subject

Religion Computer Science & IT Environmental Science Languange, Linguistic, Communication & Media Social Sciences

Description

Focus and Scope INJECT journal focuses on the discussion of interdisciplinary communication, social-religious research that includes culture, Media Communication using quantitative or qualitative research methods. This journal is a media to accommodate the result of field research of students, ...