A critical review of social media advertising literature: Visualization and bibliometric approach

Abstract

This bibliometric analysis delves into the landscape of research on "social media advertising" spanning from 2012 to 2023, presenting significant findings that shed light on the field's evolution and scholarly contributions. The study observes a consistent annual growth rate of 6.5%, indicating a sustained interest in exploring the ever-changing realm of social media advertising. Notably, the relatively young average document age of 4.28 years reflects the proactive nature of researchers in keeping pace with contemporary developments. The analysis highlights the substantial impact of research efforts in this domain, with an average citation count of 58.01 per document and an extensive total number of references amounting to 7,073. The significant international co-authorship percentage of 34% emphasizes the global outlook of the discipline and the collaborative nature of knowledge creation across borders. Among academic sources, the "Journal of Research in Interactive Marketing" emerges as a prominent contributor, with notable influence demonstrated by its 12 documents and 698 citations. Other influential journals such as "Computers in Human Behavior" and "Internet Research" follow closely behind. Additionally, the study identifies leading authors and organizations in the field, particularly highlighting the dominant role of the United States in research productivity, international collaboration, and overall research impact. In summary, this bibliometric analysis offers a comprehensive overview of social media advertising, showcasing its growth, international collaboration, focus on contemporary research, and substantial influence. These insights hold significance for researchers, institutions, and policymakers, shaping the future trajectory of this dynamic field and ensuring its continued relevance and global impact.