A trend study on the impact of social media on advertisement

Abstract

This paper presents a comprehensive scientometric study for the impact of social networks on advertisement. The study uses the Scopus database as a search engine to accomplish the survey. To better understand the evolution and identity of this category, the study covers 1216 most cited data over the period 1983-2019. Qualitative and quantitative data analysis techniques are applied to determine author distribution, country, individual and institutional-level productivity rankings. In terms of keywords, the study indicates that social media was jointly studied with gender and be-havior and researchers from the United States maintained the highest rate of contribution. The survey also indicates that there were strong collaboration between the researchers from China and United States. Moreover, there were also remarkable collaborations between the researchers in United States from one side and other countries.

Keywords

• Social network
• Word of Mouth
• Advertisement
• Social media