Exploring the evolution of social media marketing research (2009-2024): a bibliographic investigation

This research analyses the literature on social media marketing, analysing 884 documents from 2009 to 2024. A bibliometric technique is applied to explore the conceptual framework of social media marketing research. The search guidelines were based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). RStudio and VOSviewer were used to display the analysis outcomes by creating scientific research maps. The study shows a declining trend in social media marketing publications. The research revealed that the top three keywords are 'social media', 'social media marketing', and 'marketing'. 'Network narrative: understanding word-of-mouth marketing in online communities' is the most effective article. The most recent advancements in social media marketing research include customer engagement, customer behaviour, brand loyalty, and brand equity. The findings help managers understand how social media marketing influences customer behaviour by helping by researching critical terms like 'customer engagement', 'brand loyalty', and 'purchase intention'.