Barkha and Seema Rathee
Purpose: Customers increasingly devote a lot of time on social as well as digital media for a number of reasons, from obtaining information to make final product purchasing. Consequently, small companies devote a significant amount of time on social media to engage with their audience in order to promote their brand, improve sales, improve relationship with their customers and boost a number of visitors on their website. The importance of social media is continuously growing that’s why the objective of this study is to present a bibliometric analysis of social media as a marketing tool based on Scopus database literature for a certain time period. Research Methodology: During the period 2010 to 2022, 640 publications related to social media and social media marketing were identified for bibliometric study. Bibliometric analysis is carried out with the help of VOS Viewer software. Co-authorship and Co-occurrence analysis technique were used to identify the trend of publications, most cited research articles, authors and keywords. Result: Galati A. was the author who contributed most to social media as a marketing tool publication. USA and United Kingdom were the most influential countries in social media research areas. Additionally, four themes of co-word analysis were identified in the study which are Communication Tool, Evolvement of Social Media Marketing, Social Media Adoption, and Consumer Behaviour. Implications: This study will be helpful for the various researchers in providing directions for future research.