Sosyal Medya Pazarlaması Alanındaki Yayınların Bibliyometrik Analizi
Bibliometric Analysis of Publications in Social Media Marketing

Summary/Abstract: Purpose – The aim of this study is to examine the researches on social media marketing with bibliometric analysis method and to create a general perspective on the subject. Design/Methodology/Approach – Scopus database was used in the study. Studies with the phrase “social media marketing” were scanned. Business, management and finance, social sciences and multidisciplinary were chosen as field limitations. No year limitation was made and a total of 1102 studies published between 2009-2021 were identified. The document type and year are not limited. Studies identified in this way were examined with various bibliometric analyzes through the R package program Findings – 1102 studies on the subject of social media marketing have been published in various 507 sources. The average citation of the studies is 21.32. There are a total of 56982 references in 1102 publications. The number of keywords of the related studies is 981 and the total number of authors is 2426. The average number of authors per study was 2.20, the number of co-authors per study was 2.61, and the collaboration index was 2.56. 79% of the studies were articles. The country that made the union is the USA. In social media marketing studies, it has been determined that brand and social network issues come to the fore. Discussion – It has been determined that the studies on the subject have increased continuously since 2009. It is thought that the trend will continue in this way and studies on the subject will increase in the coming years. The conceptual structure of the subject is gathered in the field of marketing. It is thought that the creation of new research areas and focuses on social media marketing in future studies will enrich the subject.

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