Title: Application of social media marketing in entrepreneurship: a bibliometric analysis

Authors: Pragati Singh; Anu Singh Lather; Amit Mookerjee

Addresses: NSUT, Delhi, India ' B.R. Ambedkar University, Delhi, India ' University School of Management, Delhi Technological University, Delhi, India

Abstract: In recent years, the application and research of social media marketing (SMM) in entrepreneurship have increased faster. This research aims to provide a bibliometric overview of the main trends in applying SMM in entrepreneurship from 1996 to 2022. The data for the study was gathered using the Scopus database. This study aims to look at the application of SMM in entrepreneurship and evaluate its significance based on current research, countries, authors, and publications in the field. The study is based on the frequently used authors' keywords, citations, essential authors, countries, and publishers in the research domain. This study examines 578 research papers and presents the findings in a graphical and visual format. The present study assists scholars and academicians working in entrepreneurship in pondering the most important subjects and identifying gaps in the literature.

Keywords: social media marketing; SMM; entrepreneurs; SMEs; social networks; innovation.

DOI: 10.1504/IJBBM.2024.139011

International Journal of Bibliometrics in Business and Management, 2024 Vol.3 No.1, pp.32 - 52

Received: 24 Jan 2023
Accepted: 02 Jan 2024
Published online: 07 Jun 2024 *

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