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    Return on investment in social media marketing: bibliometric analysis

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    Ismagilova_et_al_AIS_Conference_paper (440.0Kb)
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    Publication date
    2021-06
    Author
    Ismagilova, Elvira
    Dwivedi, Y.K.
    Lal, Banita
    Rana, Nripendra P.
    Doneddu, D.
    Keyword
    Social media marketing
    Return on investment
    Bibliometric analysis
    ROI
    Peer-Reviewed
    Yes
    Open Access status
    openAccess
    
    Metadata
    Show full item record
    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.
    URI
    http://hdl.handle.net/10454/19057
    Version
    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.
    Link to publisher’s version
    https://aisel.aisnet.org/ukais2021/17
    Type
    Conference paper
    Collections
    Management and Law Publications

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