{"id":"https://openalex.org/W7225813405","doi":"https://doi.org/10.1186/s43093-026-01036-9","title":"Digital and social media marketing: a bibliometric mapping from 2020 to 2025","display_name":"Digital and social media marketing: a bibliometric mapping from 2020 to 2025","publication_year":2026,"publication_date":"2026-11-12","ids":{"openalex":"https://openalex.org/W7225813405","doi":"https://doi.org/10.1186/s43093-026-01036-9"},"language":"en","primary_location":{"id":"doi:10.1186/s43093-026-01036-9","doi":"https://doi.org/10.1186/s43093-026-01036-9","is_oa":true,"landing_page_url":"https://doi.org/10.1186/s43093-026-01036-9","pdf_url":null,"source":{"id":"https://openalex.org/S2898392467","display_name":"Future Business Journal","issn_l":"2314-7210","issn":["2314-7210","2314-7202"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj","norway-1","poland-40","russia-white-list-2","vabb-shw"],"host_organization":"https://openalex.org/P4310319900","host_organization_name":"Springer Science+Business Media","host_organization_lineage":["https://openalex.org/P4310319900","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Springer Science+Business Media","Springer Nature"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Future Business Journal","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://doi.org/10.1186/s43093-026-01036-9","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5161433367","display_name":"Yaser A. Alwasly","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Yaser A. Alwasly","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5022319203","display_name":"Fazida Karim","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Fazida Karim","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5004806688","display_name":"Ahmed H. Alsharif","orcid":"https://orcid.org/0000-0002-1364-3545","observed_orcids":["https://orcid.org/0000-0002-1364-3545"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Ahmed H. Alsharif","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5108563947","display_name":"Norzalita Abd Aziz","orcid":"https://orcid.org/0000-0003-3285-1216","observed_orcids":["https://orcid.org/0000-0003-3285-1216"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Norzalita Abd Aziz","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5056763524","display_name":"Nor Zafir Md Salleh","orcid":"https://orcid.org/0000-0001-7230-8766","observed_orcids":["https://orcid.org/0000-0001-7230-8766"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Nor Zafir Md Salleh","raw_affiliation_strings":[],"raw_orcid":"https://orcid.org/0000-0001-7230-8766","affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5161453637","display_name":"Nasser Ahmad Ali Sehli","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Nasser Ahmad Ali Sehli","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":{"value":0,"currency":"USD","value_usd":0},"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"12","issue":"1","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.0010000000474974513,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.000699999975040555,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[],"concepts":[{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.7702000141143799},{"id":"https://openalex.org/C2777855551","wikidata":"https://www.wikidata.org/wiki/Q12310021","display_name":"Subject (documents)","level":2,"score":0.5367000102996826},{"id":"https://openalex.org/C2778805511","wikidata":"https://www.wikidata.org/wiki/Q1713","display_name":"Citation","level":2,"score":0.5144000053405762},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.4887999892234802},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4375999867916107},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4287000000476837},{"id":"https://openalex.org/C17632256","wikidata":"https://www.wikidata.org/wiki/Q1076968","display_name":"Digital media","level":2,"score":0.4237000048160553},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.3804999887943268},{"id":"https://openalex.org/C15306905","wikidata":"https://www.wikidata.org/wiki/Q6770925","display_name":"Marketing science","level":4,"score":0.3707999885082245},{"id":"https://openalex.org/C105345328","wikidata":"https://www.wikidata.org/wiki/Q206276","display_name":"Citation analysis","level":3,"score":0.36559998989105225},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.3619000017642975},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3578000068664551},{"id":"https://openalex.org/C178315738","wikidata":"https://www.wikidata.org/wiki/Q603441","display_name":"Bibliometrics","level":2,"score":0.35499998927116394},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.32919999957084656},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.31869998574256897},{"id":"https://openalex.org/C2776822937","wikidata":"https://www.wikidata.org/wiki/Q856335","display_name":"Bibliographic coupling","level":3,"score":0.3174000084400177},{"id":"https://openalex.org/C60136833","wikidata":"https://www.wikidata.org/wiki/Q1071262","display_name":"Social media optimization","level":3,"score":0.3149000108242035},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.311599999666214},{"id":"https://openalex.org/C2778407487","wikidata":"https://www.wikidata.org/wiki/Q14565201","display_name":"Altmetrics","level":2,"score":0.2922999858856201},{"id":"https://openalex.org/C2992166776","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Consumer research","level":2,"score":0.2720000147819519},{"id":"https://openalex.org/C27564746","wikidata":"https://www.wikidata.org/wiki/Q913709","display_name":"Market research","level":2,"score":0.26989999413490295},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.2669999897480011},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.2662999927997589},{"id":"https://openalex.org/C178218473","wikidata":"https://www.wikidata.org/wiki/Q180711","display_name":"Search engine optimization","level":3,"score":0.2628999948501587},{"id":"https://openalex.org/C4216890","wikidata":"https://www.wikidata.org/wiki/Q815823","display_name":"Business model","level":2,"score":0.2612000107765198},{"id":"https://openalex.org/C2992414748","wikidata":"https://www.wikidata.org/wiki/Q11033","display_name":"Print media","level":3,"score":0.2572999894618988},{"id":"https://openalex.org/C2779101040","wikidata":"https://www.wikidata.org/wiki/Q3373417","display_name":"Country of origin","level":2,"score":0.2567000091075897},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.2535000145435333},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.2522999942302704}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1186/s43093-026-01036-9","doi":"https://doi.org/10.1186/s43093-026-01036-9","is_oa":true,"landing_page_url":"https://doi.org/10.1186/s43093-026-01036-9","pdf_url":null,"source":{"id":"https://openalex.org/S2898392467","display_name":"Future Business Journal","issn_l":"2314-7210","issn":["2314-7210","2314-7202"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj","norway-1","poland-40","russia-white-list-2","vabb-shw"],"host_organization":"https://openalex.org/P4310319900","host_organization_name":"Springer Science+Business Media","host_organization_lineage":["https://openalex.org/P4310319900","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Springer Science+Business Media","Springer Nature"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Future Business Journal","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.1186/s43093-026-01036-9","doi":"https://doi.org/10.1186/s43093-026-01036-9","is_oa":true,"landing_page_url":"https://doi.org/10.1186/s43093-026-01036-9","pdf_url":null,"source":{"id":"https://openalex.org/S2898392467","display_name":"Future Business Journal","issn_l":"2314-7210","issn":["2314-7210","2314-7202"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj","norway-1","poland-40","russia-white-list-2","vabb-shw"],"host_organization":"https://openalex.org/P4310319900","host_organization_name":"Springer Science+Business Media","host_organization_lineage":["https://openalex.org/P4310319900","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Springer Science+Business Media","Springer Nature"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Future Business Journal","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":58,"referenced_works":["https://openalex.org/W1970859146","https://openalex.org/W2005207065","https://openalex.org/W2029485242","https://openalex.org/W2093425966","https://openalex.org/W2105846236","https://openalex.org/W2121001699","https://openalex.org/W2150220236","https://openalex.org/W2176247761","https://openalex.org/W2422895071","https://openalex.org/W2464238462","https://openalex.org/W2465116584","https://openalex.org/W2557711433","https://openalex.org/W2755950973","https://openalex.org/W2899351518","https://openalex.org/W2905811773","https://openalex.org/W2944170415","https://openalex.org/W2969625533","https://openalex.org/W2979963738","https://openalex.org/W3009053523","https://openalex.org/W3035686316","https://openalex.org/W3049122368","https://openalex.org/W3125707221","https://openalex.org/W3144543375","https://openalex.org/W3160856016","https://openalex.org/W3161803676","https://openalex.org/W3193362991","https://openalex.org/W3197222752","https://openalex.org/W4200253262","https://openalex.org/W4210843443","https://openalex.org/W4212943061","https://openalex.org/W4220658125","https://openalex.org/W4235678817","https://openalex.org/W4280585119","https://openalex.org/W4285585446","https://openalex.org/W4307085876","https://openalex.org/W4309848895","https://openalex.org/W4313525833","https://openalex.org/W4321845365","https://openalex.org/W4323363840","https://openalex.org/W4327704821","https://openalex.org/W4361206176","https://openalex.org/W4385497952","https://openalex.org/W4388541329","https://openalex.org/W4388541888","https://openalex.org/W4393377612","https://openalex.org/W4396557124","https://openalex.org/W4400150771","https://openalex.org/W4401546696","https://openalex.org/W4404823751","https://openalex.org/W4405859631","https://openalex.org/W4405885125","https://openalex.org/W4408634075","https://openalex.org/W4409150799","https://openalex.org/W4415421097","https://openalex.org/W7108214572","https://openalex.org/W7111160333","https://openalex.org/W7115912022","https://openalex.org/W7155372482"],"related_works":[],"abstract_inverted_index":{"Abstract":[0],"Digital":[1],"and":[2,19,36,42,52,59,68,91,105,153,159,185,206,229,237],"social":[3,154,198,201,230],"media":[4,54,155,199,231],"marketing":[5,156,232,243],"is":[6,130,139,147],"reshaping":[7],"how":[8],"firms":[9],"communicate":[10],"with":[11,162,190],"consumers,":[12],"gather":[13],"market":[14],"intelligence,":[15],"manage":[16],"customer":[17],"journeys,":[18],"build":[20],"brand":[21],"relationships.":[22],"This":[23,212],"study":[24,213],"followed":[25],"the":[26,39,47,109,115,118,125,131,140,144,149,174,215,220],"PRISMA":[27],"framework":[28],"to":[29,70],"select":[30],"relevant":[31],"Scopus-indexed":[32],"articles":[33],"between":[34],"2020":[35],"2025":[37],"under":[38],"business,":[40],"management,":[41],"accounting":[43],"subject":[44],"area,":[45],"using":[46,96],"search":[48],"terms":[49],"\u201cdigital":[50],"marketing\u201d":[51,55],"\u201csocial":[53],"in":[56],"titles,":[57],"abstracts,":[58],"keywords.":[60],"The":[61],"search,":[62],"conducted":[63,95],"on":[64],"20":[65],"February":[66],"2026":[67],"restricted":[69],"open-access,":[71],"English-language,":[72],"final-stage":[73],"journal":[74],"articles,":[75],"yielded":[76],"1,054":[77],"articles.":[78],"Performance":[79],"analysis,":[80,82,90],"citation":[81],"author-keyword":[83],"co-occurrence":[84],"mapping,":[85],"an":[86],"average-publication-year":[87],"overlay,":[88],"co-citation":[89],"bibliographic":[92],"coupling":[93],"were":[94],"VOSviewer.":[97],"Findings":[98],"reveal":[99],"publication":[100],"growth,":[101],"particularly":[102],"during":[103],"2024":[104],"2025.":[106],"Indonesia":[107],"was":[108,117],"leading":[110],"country":[111,121],"by":[112,122,166],"publications,":[113],"whereas":[114],"UK":[116],"most":[119,132,141],"influential":[120],"citations.":[123],"Additionally,":[124],"\u201cJournal":[126],"of":[127,151,169,173,219,223],"Business":[128,136],"Research\u201d":[129],"influential,":[133],"while":[134],"\u201cCogent":[135],"&":[137],"Management\u201d":[138],"productive":[142],"journal;":[143],"most-cited":[145],"document":[146],"\u201cSetting":[148],"future":[150,239],"digital":[152,196,228],"research:":[157],"Perspectives":[158],"research":[160,240],"propositions,\u201d":[161],"1,806":[163],"citations,":[164],"produced":[165],"\u201cInternational":[167],"Journal":[168],"Information":[170],"Management.\u201d":[171],"Four":[172],"ten":[175],"prominent":[176],"authors":[177],"published":[178],"six":[179],"papers":[180],"each,":[181],"including":[182],"Saura,":[183],"J.R.,":[184],"Huertas-Garcia,":[186],"R.,":[187],"both":[188],"affiliated":[189],"Spanish":[191],"institutions.":[192],"Keyword":[193],"mapping":[194],"identifies":[195,238],"marketing,":[197,200,205],"media,":[202],"consumer":[203],"behavior,":[204],"purchase":[207],"intention":[208],"as":[209],"central":[210],"themes.":[211],"clarifies":[214],"post-2020":[216],"knowledge":[217],"structure":[218],"open-access":[221],"segment":[222],"this":[224],"literature,":[225],"proposes":[226],"that":[227],"forms":[233],"a":[234],"single":[235],"domain,":[236],"directions":[241],"for":[242],"ecosystems.":[244]},"counts_by_year":[],"updated_date":"2026-11-12T12:28:57.059296","created_date":"2026-11-12T00:00:00"}