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Return on investment in social media marketing: bibliometric analysis
Ismagilova, Elvira Dwivedi, Y.K. Lal, Banita Rana, Nripendra P. Doneddu, D.
Ismagilova, Elvira
Dwivedi, Y.K.
Lal, Banita
Rana, Nripendra P.
Doneddu, D.
Publication Date
2021-06
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Peer-Reviewed
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openAccess
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2021
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Abstract
Return on investment (ROI) from social media marketing activities has attracted significant attention from academics and practitioners resulting in an increasing number of studies on this important topic. The current study conducted a bibliometric analysis to provide a consolidated view on the topic of ROI in social media marketing. By using 115 outputs from the Web of Science database and employing software CiteSpace the study presents and discusses the analysis of temporal distribution, cited countries, cited journals, cited authors, and research hotspots from 2009 till 2020. A holistic picture of this topic will help researchers to get an overview of this field and develop directions for future studies.
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Accepted manuscript
Citation
Ismagilova E, Dwivedi YK, Lal B et al (2021) Return on investment in social media marketing: bibliometric analysis. In: UK Academy for Information Systems Conference Proceedings. 2021: 17.
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Conference paper