Bibliometric Studies In The Use Of Technology And Social Media For Marketing

In order to  gain a  comprehensive view of marketing communications  and understand the  current research emphasis, this study evaluates the most relevant themes related to marketing communications through  a bibliometric analysis using the keyword "marketing communications" as input. The Scopus database is used because it is considered ideal for bibliometric analysis. VOSviewer software is adopted as a bibliometric analysis tool to visualize the network of authors, countries, journals and keywords. An analysis conducted on 23 November 2022  found a total of 1,655 published documents from 2015 to 2022.  The results showed that from 2015 to  2022 the  number of  publications had increased related to  the  theme of marketing communications. The United States is the country that has the most research benefits related to marketing communications. Keyword analysis shows that marketing communication studies in the last two years refer to marketing done through social media. It is considered more effective  in  advertising their products to consumers and is also a form of utilizing technology in marketing communications. The presented bibliometric analysis provides relevant information on the main themes of  marketing communications and  the benefits of social media and technological advancements.