A Bibliometric Exploration of Facebook Marketing Research Trends Using Scopus Database

Irfandi Buamonabot; Daniel Susilo; Guellica Agnesia Claudia Thanos; Toong Hai Sam; Elkana Timotius; Milcha Handayani Tammubua; R. Rudiansyah

doi:10.35877/454RI.asci3807

Irfandi Buamonabot Faculty of Economics and Business, Universitas Khairun, Ternate, Indonesia (ID)
Daniel Susilo Universitas Bunda Mulia, Jakarta, Indonesia (ID)
Guellica Agnesia Claudia Thanos INTI International University, Negeri Sembilan, Malaysia (MY)
Toong Hai Sam INTI International University, Negeri Sembilan, Malaysia (MY)
Elkana Timotius Universitas Kristen Krida Wacana, Jakarta, Indonesia (ID)
Milcha Handayani Tammubua Universitas Terbuka, Indonesia (ID)
R. Rudiansyah Faculty of Cultural Sciences Universitas Sebelas Maret, Surakarta, Indonesia (ID)

https://doi.org/10.35877/454RI.asci3807

Keywords: Bibliometric Analysis, Scopus Database, Research Trend

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Abstract

Facebook has developed into much more than just a social media platform since its 2004 launch, changing the way businesses engage with their customers and emerging as a powerful player in the field of digital marketing. Due to the increased attention this evolution has received from academia, extensive research has been conducted on a number of Facebook marketing-related topics, such as customer engagement, brand building, and consumer data collection. Using Scopus as a data source, we conducted a bibliometric analysis in this study to thoroughly review the literature on Facebook marketing and identify important trends, hotspots, and areas in need of further research. 133 pertinent publications from 2009 to 2023 were found by our analysis, underscoring Facebook's significance in digital marketing. This study sheds light on several Facebook marketing research themes, including the efficacy of advertising, consumer behavior on social networks, ethics, and privacy. Furthermore, we found that research is scattered worldwide indicating differences in digital marketing connected to society, economy, and culture. Topics such artificial intelligence, cross-cultural marketing, and the consequences of Facebook algorithm modifications still have more to be discovered even with the wealth of studies. This study supports the relevance of Facebook in digital marketing, indicates areas that demand more research for a better knowledge of the successful use of Facebook in marketing strategies, and provides insight for academics and practitioners.

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