Gib eel, Ome ; Mos a a, Mohamed M.; Kinawy, Ream N.; ElMelegy, Ahmed Rashad;
Al Hajj, Raghid
A icle
Two decades o i al ma ke ing landscape: Thema ic
e olu ion, knowledge s uc u e and collabo a ion
ne wo ks
Jou nal o Inno a ion & Knowledge (JIK)
P o ided in Coope a ion wi h:
Else ie
Sugges ed Ci a ion: Gib eel, Ome ; Mos a a, Mohamed M.; Kinawy, Ream N.; ElMelegy, Ahmed
Rashad; Al Hajj, Raghid (2025) : Two decades o i al ma ke ing landscape: Thema ic e olu ion,
knowledge s uc u e and collabo a ion ne wo ks, Jou nal o Inno a ion & Knowledge (JIK), ISSN
2444-569X, Else ie , Ams e dam, Vol. 10, Iss. 2, pp. 1-18,
h ps://doi.o g/10.1016/j.jik.2025.100659
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Two decades o i al ma ke ing landscape: Thema ic e olu ion, knowledge
s uc u e and collabo a ion ne wo ks
Ome Gib eel
a
, Mohamed M. Mos a a
b
, Ream N. Kinawy
b,*
, Ahmed R. ElMelegy
b
,
Raghid Al Hajj
b,c,d
a
Depa men o Accoun ing and In o ma ion Sys ems, Gul Uni e si y o Science and Technology, Kuwai
b
Depa men o Business Adminis a ion, Gul Uni e si y o Science and Technology, P.O. Box 7207, Hawally 32093, Kuwai
c
Academic Hub o En ep eneu ial Ad ancemen and De elopmen (AHEAD), Kuwai
d
GUST Cen e o Sus ainable De elopmen (CSD), Kuwai
ARTICLE INFO
JEL classi ica ion:
C89
M10
M31
Keywo ds:
Vi al ma ke ing
Bibliome ic ne wo ks
In ellec ual s uc u e
Keywo d co-occu ence
His o iog aphy
Collabo a ion ne wo ks
ABSTRACT
This s udy o e s a ho ough examina ion o i al ma ke ing esea ch du ing he las wo decades o unco e he
changing na u e o he ield. Bibliome ic analysis me hods a e used o analyze 791 pee - e iewed a icles
w i en by 1,820 au ho s and indexed in Scopus and Web o Science (WoS). The indings e eal how i al
ma ke ing esea ch e ol ed o e he pas wo decades, es ablish i al connec ions be ween au ho s, and unco e
hemes and ending opics. The s udy unde sco es he inc easing p ac ical impo ance o i al ma ke ing by
mi o ing he subs an ial g ow h in esea ch in he ield, pa icula ly om 2008 o 2014, wi h esea ch opics
such as In e ne ma ke ing, use -gene a ed con en , wo d-o -mou h, and e-wo d-o -mou h. F om 2015 o 2020,
i al ma ke ing esea ch exhibi ed a sus ained g ow h phase, wi h he numbe o a icles emaining ela i ely
s able, co e ing opics such as i al ma ke ing, social media, and social ne wo ks. In he mos ecen yea s, om
2021 o 2023, luc ua ions occu ed in he olume o a icles d i en by he ocus on online ma ke ing du ing he
COVID-19 pandemic. While o e all in e es emains obus , hese a ia ions migh signi y a s abiliza ion o he
ield wi h he en y o ad anced opics such as in luence maximiza ion and popula i y p edic ions. O e all, he
di e se na u e o i al ma ke ing and e ol ing esea ch landscape we e no able ac oss jou nals o a mul idis-
ciplina y na u e; his sugges s ha i al ma ke ing esea ch is likely mul idisciplina y, in ol ing componen s o
ma ke ing, social ne wo k analysis, compu a ional sys ems, complex sys em dynamics, da a science, and
enginee ing.
In oduc ion
The ad en o he In e ne has c ea ed a no el mode o communi-
ca ion, laying he g oundwo k o wha we now ecognize as elec onic
wo d-o -mou h (eWOM), endowing i wi h a pi o al ole in he ealms o
p oduc and se ice ma ke ing (Shah inaz e al., 2016). Consequen ly,
he concep o i al ma ke ing blossomed in andem wi h he In e ne ’s
expansion (Yannopoulos, 2011). Vi al ma ke ing, as a phenomenon,
ma e ializes when a ma ke ing message is con eyed om one indi idual
o ano he , le e aging a ious channels such as wo d-o -mou h (WOM),
email, o websi es. This p ocess en ails swi ly dissemina ing messages
wi h an in en ional eloci y (Ologunebi & Taiwo, 2023; Pandey & Sal-
unkhe, 2022). In his con ex , b ands and p omo ional con en a e
discussed, and awa eness is dissemina ed h ough wo p ima y condui s:
pass-along emails and con e sa ions wi hin social ne wo ks. This
app oach in ol es c ea ing cap i a ing o in o ma i e messages speci -
ically c a ed o be sha ed exponen ially, o en h ough elec onic means
such as email (Ologunebi & Taiwo, 2023; Pandey & Salunkhe, 2022).
The concep o i al ma ke ing da es back o 1996, when Ho mail,
he In e ne ’s pionee ing web-based email se ice, was i s u ilized
(Rodi´
c & Koi is o, 2012). Building upon Ho mail’s pionee ing s a egy,
Wilson (2000) delinea ed six essen ial s eps o e ec i e i al ma ke ing:
(1) o e ing complimen a y p oduc s o se ices; (2) acili a ing e o -
less sha ing wi h o he s; (3) adap ing o scalabili y, om small-scale o
ex ensi e ou each; (4) capi alizing on common mo i a ions and be-
ha io s; (5) ha nessing exis ing communica ion ne wo ks; and (6)
On behal o all au ho s, he co esponding au ho s a es ha he e is no con lic o in e es .
* Co esponding au ho .
E-mail add ess: [email p o ec ed] (R.N. Kinawy).
Con en s lis s a ailable a ScienceDi ec
Jou nal o Inno a ion & Knowledge
jou nal homepage: www.else ie .com/loca e/jik
h ps://doi.o g/10.1016/j.jik.2025.100659
Recei ed 4 Ma ch 2024; Accep ed 21 Janua y 2025
Jou nal o Inno a ion & Knowledge 10 (2025) 100659
A ailable online 28 Janua y 2025
2444-569X/© 2025 The Au ho s. Published by Else ie España, S.L.U. on behal o Jou nal o Inno a ion & Knowledge. This is an open access a icle unde he CC
BY-NC-ND license ( h p://c ea i ecommons.o g/licenses/by-nc-nd/4.0/ ).
le e aging he esou ces o o he s.
Vi al ma ke ing has bo h ad an ages and disad an ages. One o i s
no able ad an ages lies in i s capaci y o apidly each a subs an ial
online use base in a cos -e ec i e manne (Cha ey & Ellis-Chadwick,
2019). Recen ad ancemen s in sen imen analysis ha e u he ampli-
ied he po en ial o i al ma ke ing, allowing o ex ac ing aluable
insigh s om opinions and e iews o op imize ma ke ing campaigns
(Kha ua e al., 2021). Howe e , acknowledging he d awbacks o i al
ma ke ing, which pe ain o he ini ial in es men , is c ucial. I a i al
ma ke ing campaign ails o achie e i s in ended impac , he esou ces
in es ed in i s p opaga ion may no be eco e able (Cha ey &
Ellis-Chadwick, 2019).
Despi e he exponen ial g ow h in i al ma ke ing esea ch, i ually
no comp ehensi e bibliome ic analysis has been unde aken o in es-
iga e his bu geoning ield wi hin he ealm o In e ne ma ke ing; hus,
his s udy aims o add ess his oid. I con ibu es o he ield by ho -
oughly examining he ne wo k s uc u e ha unde pins he body o
published esea ch and s udies in he domain o i al ma ke ing
(Ba zilai-Nahon, 2009; Vos & Heinde yckx, 2015). Mo eo e , i en iches
he eme ging body o knowledge o i al ma ke ing ac oss a ious
pla o ms, encompassing bo h ac i e and passi e i al ma ke ing s a-
egies (Sub amani & Rajagopalan, 2003). Ou s udy encompasses a
di e se a ay o pla o ms whe e i al ma ke ing has been esea ched,
including social media si es, YouTube, TikTok, email, Facebook, Ins a-
g am, Twi e , Wha sApp, and WeCha , e lec ing he di e se landscape
o his subjec ma e . In he con ex o his bibliome ic s udy, we
speci ically aim o ind answe s o he ollowing esea ch ques ions:
RQ1: How has esea ch in he ield o i al ma ke ing e ol ed du ing
he las wo decades?
RQ2: Who ha e been he mos p ominen au ho s o i al ma ke ing
du ing he pas wo decades?
RQ3: Which jou nals se e as p ima y ou le s o he “co e” i al
ma ke ing esea ch?
RQ4: How has esea ch on i al ma ke ing de eloped ac oss di e en
schola ly ini ia i es, ins i u ions, and na ions o e ime?
RQ5: Wha ends ha e eme ged in i al ma ke ing esea ch?
This pape is o ganized as ollows. In Li e a u e e iew, we di e -
en ia e be ween i al ma ke ing and simila concep s and e iew he
li e a u e on he cons uc . In Me hods, we p o ide a de ailed desc ip-
ion o he me hodology used in his s udy. In Resul s, we p esen he
esul s o ou esea ch. Finally, in Discussion, we discuss he indings,
o e insigh s o esea ch and p ac ice, and p opose di ec ions o u u e
esea ch.
Li e a u e e iew
The uniqueness o i al ma ke ing as a cons uc
Resea ch on i al communica ion has some imes used cons uc s
such as i al ma ke ing, WOM, eWOM, and buzz ma ke ing in e -
changeably (Bampo e al., 2008; C uz & Fill, 2008; Pe escu & Ko -
gaonka , 2011). Howe e , hese concep s ha e quali a i e di e ences
ha make hem independen s andalone a iables. WOM is de ined as
in e pe sonal, o al communica ion in which he ecei e pe cei es he
communica o as being a non-comme cial e alua o o a b and o se -
ice (A nd , 1967). Unlike i al ma ke ing, which is in ended o be
posi i e, uses In e ne -based channels, and is business-gene a ed, WOM
can be ei he posi i e o nega i e, is based on consume -gene a ed
opinions, and is uncompensa ed inancially (A nd , 1967; De baix &
Vanhamme, 2003). eWOM is de ined as “any posi i e o nega i e
s a emen made by po en ial, ac ual, o o me cus ome s abou a
p oduc o company, which is made a ailable o a mul i ude o people
and ins i u ions ia he In e ne ” (Hennig-Thu au e al., 2004, p. 39). In
essence, eWOM is simila o WOM bu u ilizes he i al po en ial
associa ed wi h In e ne each. A c i ical di e ence be ween i al ma -
ke ing and bo h WOM and eWOM is a causal di e ence, wi h i al
ma ke ing being an in luencing ma ke ing s a egy (i.e., a cause) whose
ou comes (i.e., e ec ) a e, among o he hings, WOM and eWOM. Thus,
i al ma ke ing e e s o he collec i e ac i i ies ha ma ke e s u ilize o
c ea e a i al message ega ding hei p oduc s o se ices and gene a e
posi i e WOM and eWOM (Chiu e al., 2007; Fe guson, 2008).
Buzz ma ke ing is de ined as “ he ampli ica ion o ini ial ma ke ing
e o s by hi d pa ies h ough hei passi e o ac i e in luence”
(Thomas, 2004, p. 64). One di e ence be ween i al ma ke ing and buzz
ma ke ing is he communica ion channel u ilized. While i al ma ke ing
u ilizes elec onic mediums, buzz ma ke ing is no limi ed o he In e ne
and can ha ness o he channels, such as ace- o- ace in e ac ions and
WOM. Howe e , he main di e ence be ween he wo cons uc s is ye
again he causal di ec ion, wi h i al ma ke ing being he s a egy used
o p oduce he buzz, which is seen as a consequence o ha s a egy
(Dobele e al., 2007; Pe escu & Ko gaonka , 2011). Con ounding i al
ma ke ing, wi h i s a ious o he downs eam e ec s, is one o he
easons why he ma ke ing li e a u e on i al communica ion is ipe
wi h e minological con o e sies (Bampo e al., 2008; C uz & Fill,
2008; Pe escu & Ko gaonka , 2011). When i comes o li e a u e e-
iews such as he wo k p esen ed he e, such con usion can lead o a
ple ho a o p oblems, such as mis ep esen ing nomological ne wo ks,
syn hesizing he indings inaccu a ely, dis o ing bo h heo e ical and
p ac ical implica ions, and p opaga ing an in alid cong uency among
clea ly dis inc cons uc s, leading o mo e con usion in he esea ch.
Gi en hese dis inc ions, we limi ou bibliome ic analysis o i al
ma ke ing.
Resea ch on i al ma ke ing
A ple ho a o esea ch in es iga ing i al ma ke ing has shown ha
unde s anding he dynamics o use beha io , such as audience a ge -
ing, message- o wa ding beha io s, and he mo i a ions behind sha ing,
is c ucial o e ec i e campaigns.
Social ne wo ks and ecommenda ion sys ems ha e become powe -
ul ools o in luencing consume beha io h ough i al ma ke ing as
digi ized pla o ms con inue o ans o m communica ion and in o -
ma ion sha ing. Social sha ing and i ali y o online messages a e highly
dependen on con en cha ac e is ics. Fo example, Be ge and Milkman
(2012) explo ed he impac o con en cha ac e is ics on social sha ing
and i ali y. Thei wo k e ealed ha posi i e con en ends o be mo e
i al han nega i e con en . Fu he mo e, nega i e emo ions associa ed
wi h deac i a ion, such as sadness, a e nega i ely co ela ed wi h i -
ali y, while emo ions such as ange and anxie y (ac i a ion) ha e a
posi i e ela ionship wi h i ali y.
The powe o i al ma ke ing has inc eased as social ne wo ks and
ecommenda ion sys ems ha e become p ac ical ools o in luencing
consume beha io . Fo example, Lesko ec e al. (2007) analyzed
pe son- o-pe son ecommenda ion ne wo ks and he dynamics o i al
ma ke ing. This esea ch examined how use beha io a ies ac oss i al
ma ke ing a ge communi ies and p oposed a model o iden i ying
app op ia e communi ies, p oduc s, and p icing ie s. The s udy also
ound ha an excessi e i al ma ke ing campaign may educe he
c edibili y o he p oduc ad e ised.
In i al ma ke ing campaigns, he global o ganiza ion o consume s
has become a c i ical ac o in shaping consume decisions. Fo example,
Be ge (2014) explo ed he eme gence and impo ance o audio isual
con en in i al ma ke ing and consume beha io , ca ego izing i in o
i e g oups (imp ession managemen , emo ion egula ion, in o ma ion
acquisi ion, social bonding, and pe suasion) He sugges ed ha audience
and communica ion channels play a pi o al ole in modi ying he
e ec i eness o audio isual con en . Fu he mo e, de B uyn and Lilien
(2008) p esen ed a mul i-s age model o s udy he ole o social media
ma ke ing in i al ma ke ing campaigns and iden i ied condi ions ha
mi iga e i s e ec s. The au ho s concluded ha bond s eng h inc eases
O. Gib eel e al.
Jou nal o Inno a ion & Knowledge 10 (2025) 100659
2
awa eness, cogni i e p oximi y enhances in e es , and demog aphic
simila i y in luences each s age o he decision-making p ocess.
Fu he mo e, in o de o achie e success in i al ma ke ing, unde -
s anding he dynamics o message o wa ding and audience cha ac e -
is ics is c i ical. In a s udy o 1259 passed messages, Phelps e al. (2004)
ound ha 40 % o messages we e o wa ded upon eceip . The s udy
highligh ed he impo ance o ca e ully analyzing he a ge g oup
be o e launching a i al ma ke ing campaign. Ho and Dempsey (2010)
examined he mo i a ions behind online con en o wa ding and iden-
i ied ou p ima y mo i a ions: The need o belong o a g oup, indi-
idualism, al uism, and pe sonal g ow h. The esea ch epo ed ha
use s who a e indi idualis ic and al uis ic a e mo e likely o o wa d
online con en , wi h he need o i in o a g oup being a key d i e .
Social in luence plays a i al ole in i al ma ke ing by d i ing
engagemen and adop ion o p oduc s. A al and Walke (2011) exam-
ined he majo ea u es associa ed wi h i al ma ke ing campaigns and
how hey can be used o enhance pee in luence and social con agion
e ec s. They also dis inguished be ween passi e-b oadcas and
ac i e-pe sonalized i al ea u es, no ing hei espec i e impac s on
pee in luence, use engagemen , and p oduc epu chase. Hill e al.
(2006) explo ed ne wo k-based ma ke ing and he impac o cus ome
links on sales and p o ided e idence ha ne wo k linkage signi ican ly
a ec s he adop ion o p oduc s and se ices. The s udy also highligh ed
he impo ance o a ge ing campaigns using ne wo k linkage by un-
de s anding he “ne wo k neighbo s” concep .
In i al ma ke ing campaigns, s a egic seeding is essen ial o
maximizing each and impac . S a egic seeding o in o ma ion wi h
well-connec ed indi iduals can maximize he each and success o
campaigns. Fo example, Hinz e al. (2011) analyzed seeding s a egies
in i al ma ke ing campaigns, emphasizing hei in luence on success.
Unlike p e ious s udies, his esea ch conduc ed small-scale ield ex-
pe imen s, concluding ha seeding well-connec ed indi iduals has he
highes success a e. Addi ionally, well-connec ed indi iduals do no
necessa ily ha e mo e in luence han less connec ed ones.
Finally, social media has become c ucial o dissemina ing us -
wo hy in o ma ion and medical ad ice in public heal h, unde sco ing
he alue o moni o ing i s con en . Vance e al. (2009) examined he
ole o social media as a sou ce o public heal h in o ma ion, empha-
sizing pa ien s’ inc easing eliance on social media o medical ad ice.
The esea ch demons a ed he po en ial o social media in p o iding
p ac ical medical guidance and s a ed he impo ance o moni o ing
de ma ologis ad e ising on social media o main ain p o essional
in eg i y.
Despi e he exis ing s udies, and o he bes o ou knowledge, no
comp ehensi e bibliome ic analysis o i al ma ke ing esea ch exis s.
The e o e, his s udy add esses a subs an ial oid in unde s anding he
in ellec ual s uc u e and eme ging ends in i al ma ke ing. Mo eo e ,
i add esses he exis ing gap by encompassing ac i e and passi e s a-
egies by analyzing a ious pla o ms. Fu he mo e, he ne wo k anal-
ysis explo es he ne wo k s uc u e, which helps us gain insigh s in o he
knowledge low and dynamics o he ne wo k. Pa ing he way o un-
de s anding how i al ma ke ing could inco po a e no ice s a egies.
Me hods
This s udy p o ides an o e iew o he e e eed pape on i al
ma ke ing ha is indexed in bo h Scopus and Web o Science da abases
using bibliome ic analysis me hodology. Bibliome ic analysis is a
quan i a i e echnique used o analyze he li e a u e on a ce ain
esea ch domain and map he ela ionship be ween he di e en con-
s i uen s in he ield (Don hu e al., 2021). The echnique also allows
esea che s o explo e he cu en empo al and ins i u ional s uc u e o
he esea ch domain and p o ide objec i e de ini ion on he di ec ion o
esea ch in he gi en a ea o s udy (Snyde , 2019).
The echnique includes ou main s eps as iden i ied by Mos a a
(2022). These ou main s eps a e as ollows.
1. Selec he esea ch da abase and iden i y he sea ch c i e ia: This is
he i s s ep in which he esea che decides on he app op ia e
da abase o be used and iden i ies he sea ch c i e ia o ex ac he
da a ela ed o he gi en s udy a ea.
2. Pe o m he s a is ical analysis: The second s ep is o conduc he
p elimina y s a is ical analysis o examine he da ase and compu e
he di e en me ics ela ed o he esea ch domain.
3. De elop he bibliome ic ne wo k: A his s age, he da abase is used
o de elop he bibliome ic ne wo ks and explo e he connec ion and
ela ionship be ween di e en esea ch domains in he esea ch a ea.
4. Explo e he concep ual s uc u e and hema ic mapping. A his
s age, we analyze he concep ual s uc u e o he eme ging hemes
and p o ide a comp ehensi e unde s anding o each a ea o he
esea ch domain.
In he ollowing sec ions, we explo e he abo e s eps in mo e de ail.
Da abase and documen ex ac ion
In line wi h he me hodology layou by Capu o and Ka gina (2022),
we me ged he esul s om bo h Scopus and WoS da abases, as hese
da abases ha e di e en co e age and inclusion c i e ia based on
a ious esea ch a eas (Echchakoui, 2020), which migh impac ou
analysis esul s. Hence, he esul s we e me ged o pe o m a mo e in-
clusi e analysis, which would help p o ide a mo e in o ma i e esea ch
inding. Fu he mo e, o e ine ou esea ch esul s, we ocused on
s udies conduc ed in English and used he sea ch ph ase “ i al ma ke -
ing” in he i le, abs ac , o keywo ds. The ocus on i al ma ke ing
allows o a mo e a ge ed and in-dep h analysis o he concep . While
se e al e ms could ha e inc eased he s udy scope, ou in es iga ion
e ealed ha i al ma ke ing is quali a i ely di e en om o he con-
s uc s ha ha e been e oneously used as synonyms. Focusing on i al
ma ke ing o e s se e al ad an ages o schola s and p ac i ione s. I
p o ides quan i iable me ics ( h ough likes, sha es, and commen s),
highligh s he speed and scale o i al campaigns, acknowledges hei
unp edic abili y, and add esses he ield’s apid e olu ion (Sung, 2021).
The sea ch app oach is g aphically po ayed in Fig. 1.
Ini ial s a is ical analysis
We ex ac ed essen ial bibliog aphic de ails om he selec ed da a-
bases and me ged hem using R-s udio and Excel, ollowing he
app oach ecommended by Capu o and Ka gina (2022). We manually
c oss-checked he eco ds o emo e duplica ions. The inal da ase
included 791 e e eed pape s published be ween 1999 and 2024. The
da a we e analyzed using Biblioshiny so wa e. Table 1 p esen s he key
cha ac e is ics o ou da a. Acco ding o he able, hese a icles
collec i ely ci ed 33,811 e e ences and we e au ho ed by 1820 au ho s.
Among he selec ed pape s, 90 manusc ip s we e single-au ho docu-
men s, and he es we e w i en by mul iple au ho s, wi h a collabo-
a ion index o 3.22 au ho s pe pape .
Bibliome ic ne wo k analysis
A ne wo k may be de ined as a s uc u al con igu a ion comp ising a
g oup o ac o s/nodes wi h ce ain in e connec ed ac o s (Knoke &
Yang, 2019). In social ne wo k analysis (SNA), such connec ions a e
depic ed as “edges,” which a e essen ially lines ha connec wo in e -
connec ed nodes. As mo e da a a e collec ed, he ne wo k diag am
ans o ms in o a comp ehensi e social ne wo k om a dyad, ep e-
sen ing a single connec ion be ween wo nodes. Acco ding o Khan and
Wood (2016), SNA echniques, when employed o syn hesize cu en
li e a u e om a ne wo k s andpoin , can un eil la en pa e ns ha
g ea ly acili a e heo y de elopmen and he explo a ion o u u e
esea ch domains.
This in es iga ion uses h ee s a is ical ne wo k pa ame e s o
O. Gib eel e al.
Jou nal o Inno a ion & Knowledge 10 (2025) 100659
3
desc ibe he bibliome ic ne wo ks: node size, densi y, and leng h. The
size o he node is an indica ion o he s eng h o ac o s/use s wi hin he
ne wo k. The densi y o concen a ion e lec s he a io be ween exis ing
links ela i e o o he po en ial links in he ne wo k. Finally, he leng h
co esponds o he dis ance be ween wo ac o s in he ne wo k. In ou
s udy, we used ne wo k analysis o p o ide a comp ehensi e o e iew o
he ela ionship be ween di e en ac o s in he ield o i al ma ke ing.
To ensu e he accu acy o ne wo ks, we used a disambigua ion algo-
i hm o de ec and me ge duplica e ields such as au ho s, uni e si ies,
o coun ies, hus ensu ing accu acy. To isualize he ne wo ks, we used
he VOS iewe p og am ( an Eck & Wal man, 2019).
Thema ic and concep ual s uc u e maps
Thema ic/s uc u al map is a s uc u ed echnique employed o
examine he cu en and eme ging concep s in a ce ain esea ch a ea
based on he analysis o keywo ds o co-occu ing wo ds in he li e a u e
(Law e al., 1988). Based on he densi y and cen ali y me ics p oposed
by Callon e al. (1991), hema ic mapping in eg a es concep s om
co-wo d ne wo ks and he applica ion o po olio analysis
(A ila-Robinson & Wakabayashi, 2018) o isually p esen he cu en
dynamics in he ield. The use ulness and signi icance o his diag am
ha e ende ed i a p e alen app oach in academic esea ch (Khasseh
e al., 2017; Lee & Chen, 2012; Zong e al., 2013).
The heo e ical s uc u e o he i al ma ke esea ch has been
explo ed using concep ual s uc u e maps by decomposing he esea ch
domain in o disc e e knowledge clus e s, wi h he o e a ching goal o
de i ing esh insigh s om he da a associa ed wi h each clus e
(We zs ein e al., 2019). Mo eo e , empo al analysis was used o sys-
ema ically examine he e olu ion o he opic o e ime, which is
consis en wi h se e al bibliome ic analyses (Cobo e al., 2011b).
Fig. 1. Resea ch Me hodology.
Table 1
Key Da a Cha ac e is ics.
Desc ip ion Resul s
Main in o ma ion abou da a
Timespan 1999:2024
Sou ces (Jou nals, Books, e c.) 411
Documen s 791
Annual G ow h Ra e % 16.94
Documen A e age Age 6.66
A e age ci a ions pe doc 36.54
Re e ences 33,811
Documen con en s
Keywo ds Plus (ID) 2650
Au ho ’s Keywo ds (DE) 1906
Au ho s
Au ho s 1820
Au ho s o single-au ho ed docs 78
Au ho s collabo a ion
Single-au ho ed docs 90
Co-Au ho s pe Doc 3.22
In e na ional co-au ho ships % 0.6321
Documen ypes
A icle 755
a icle; ea ly access 1
a icle; p oceedings pape 2
Le e 1
Re iews 32
O. Gib eel e al.
Jou nal o Inno a ion & Knowledge 10 (2025) 100659
4
Resul s
Academic ou pu and in luen ial au ho s
We ex ac ed a co pus o 791 documen s ela ed o i al ma ke ing
ha esul ed om he collabo a i e wo k o 1820 au ho s o e 25 yea s,
om 1999 o 2024. Ex ac ion was concluded in Oc obe 2024.
Resea ch ques ion 1: how has esea ch in he ield o i al ma ke ing e ol ed
du ing he las wo decades?
Fig. 2 e eals a ema kable annual g ow h a e o 16.94 % in i al
ma ke ing esea ch. Howe e , his g ow h did no e ol e uni o mly. The
incep ion o i al ma ke ing esea ch can be aced back o i s emb yonic
s age, deno ed by a g adual inc ease in ela ed a icles s a ing in 1999.
The pe iod om 1999 o 2003 se es as a es amen o he nascen phase
o i al ma ke ing, whe ein esea che s and ma ke e s alike began
explo ing his bu geoning concep . The subsequen yea s, anging om
2004 o 2007, wi nessed a sub le accele a ion in he p oli e a ion o
published a icles, sugges ing a conside able in e es in esea ch
dissemina ion. A u he ise in in e es in he subjec was wi nessed as
he yea s 2006 and 2007 he alded a e i al in esea ch ou pu . The
in e al om 2008 o 2014 p o ed pi o al o i al ma ke ing esea ch,
ma ked by an exponen ial su ge in published a icles. This su ge aligned
wi h he inc easing p ominence and e icacy o i al ma ke ing cam-
paigns in he co po a e sphe e, especially be ween 2011 and 2014, when
he numbe o a icles mo e han doubled. F om 2015 o 2020, i al
ma ke ing esea ch exhibi ed a phase o sus ained g ow h, wi h he
numbe o a icles emaining ela i ely s able. This cons ancy migh
indica e ha i al ma ke ing has ad anced om an eme gen concep o
a ma u e and ex ensi ely s udied ield. In he mos ecen yea s, om
2021 o 2023, luc ua ions occu ed in he olume o a icles peaking in
2020. The onse o COVID-19 o ced consume s o wo k and s udy
emo ely, which mean ha ma ke e s agg ega ed hea ily owa d s a-
egies ha a ge ed his con inuously online base. This and he hea ed
discussion ega ding ake news and misin o ma ion ep esen ed e ile
g ound o esea che s in es iga ing i al communica ion in gene al (Al
Hajj e al., 2024) and i al ma ke ing in pa icula . While o e all in e es
emains obus , hese a ia ions migh signi y a ield s abiliza ion.
Resea ch ques ions 2 and 3: p ima y ou le s jou nals o he “co e” i al
ma ke ing esea ch and p ominen au ho s du ing he pas wo decades
The da a p esen ed in Table 2 p esen an o e iew o he op 10
ele an sou ces publishing i al ma ke ing esea ch. This compila ion
e eals he conside able in luence o speci ic jou nals, sugges ing hei
po en ial in luence on shaping he discou se on i al ma ke -
ing—speci ically, Physica A: S a is ical Mechanics and i s Applica ions,
Social Ne wo k Analysis and Mining, IEEE Access, and IEEE T ansac ions on
Compu a ional Social Sys ems published 21, 18, 17, and 17, espec i ely.
This highe publica ion olume wi hin hese jou nals indica es a ocus
on i al ma ke ing and p o ides eade s wi h a aluable lis o sou ces
ha hey can ap in o o hei esea ch.
Wha is pa icula ly s iking is he di e se spec um o disciplines
ep esen ed wi hin his lis , anging om physics o compu e science,
ma ke ing, and beyond. This di e si y unde sco es he mul idisciplina y
na u e o i al ma ke ing as a esea ch opic. Jou nals such as IEEE
Access and IEEE T ansac ions on Compu a ional Social Sys ems b ing in o
ocus he con e gence o echnology, da a, and ma ke ing, shedding
ligh on he echnical in icacies o i al campaigns and hei impac on
social sys ems. The consis en p e alence o Social Ne wo k Analysis and
Mining Jou nal unde sco es he pi o al ole o social ne wo k dynamics
in he landscape o i al ma ke ing. Mo eo e , jou nals such as IEEE
T ansac ions on Knowledge and Da a Enginee ing unde sco e da a sci-
ence’s pi o al ole in i al ma ke ing esea ch, highligh ing he c i ical
signi icance o da a analysis and in o ma ion ex ac ion in ad ancing
ou unde s anding o his phenomenon. Con e sely, jou nals such as he
Jou nal o In e ac i e Ma ke ing, Knowledge-Based Sys ems, and Expe
Sys ems wi h Applica ion appea o be gea ed owa d a business and
ma ke ing eade ship, illumina ing he p ac ical and s a egic di-
mensions o i al ma ke ing esea ch.
To gain u he insigh s in o he in luence o hese jou nals, one can
u n o B ad o d’s Law (B ad o d, 1934), which disce ns a hie a chy o
p oduc i i y among scien i ic jou nals. Fig. 3 illus a es he applica ion
o B ad o d’s Law in he con ex o i al ma ke ing esea ch. The g aph
Fig. 2. Annual Scien i ic Ou pu .
Table 2
Top 10 Vi al Ma ke ing Resea ch Sou ces by Numbe o Publica ions.
Sou ces A icles
Physica A: S a is ical Mechanics and I s Applica ions 21
Social Ne wo k Analysis and Mining 18
IEEE Access 17
IEEE T ansac ions on Compu a ional Social Sys ems 17
In o ma ion Sciences 15
Ieee T ansac ions on Knowledge and Da a Enginee ing 14
Knowledge-Based Sys ems 11
Expe Sys ems Wi h Applica ions 10
Jou nal o In e ac i e Ma ke ing 9
Plos One 9
O. Gib eel e al.
Jou nal o Inno a ion & Knowledge 10 (2025) 100659
5
shows ha a selec ew jou nals domina e he “co e zone,” including
Physica A: S a is ical Mechanics and I s Applica ions, Social Ne wo k
Analysis and Mining, IEEE Access, Ieee T ansac ions on Compu a ional So-
cial Sys ems, In o ma ion Sciences, IEEE T ansac ions on Knowledge and
Da a Enginee ing, Knowledge-Based Sys ems, Expe Sys ems Wi h Applica-
ions and Jou nal o In e ac i e Ma ke ing. These jou nals a e ecognized
as he p incipal ou le s o dissemina ing seminal esea ch in he co e
domain o i al ma ke ing, u he unde sco ing he mul idisciplina y
na u e o esea ch s udies in he ield. These jou nals span disciplines
such as ma hema ics and s a is ics, social ne wo k analysis, compu e
science, da a science, and business and ma ke ing.
Table 3 p o ides a compendium o he mos highly ci ed a icles in
i al ma ke ing esea ch, unde sco ing hei p o ound in luence on he
discou se in his ield. The able illus a es an o e iew o he mos
in luen ial a icles in i al ma ke ing esea ch, which is i al o show-
casing he dynamic p og ession o knowledge and ocus wi hin he ield.
The esea ch p og esses om iden i ying c i ical ac o s o explo ing
hei nuanced in e ac ions. Among hese seminal wo ks is he esea ch
conduc ed by Be ge and Milkman (2012), published in he Jou nal o
Ma ke ing Resea ch, which has ga ne ed 1997 ci a ions. This s udy ound
ha posi i e con en exhibi s a heigh ened endency o each cus ome s
compa ed o nega i e ma e ial. Addi ionally, i highligh ed he pi o al
ole played by emo ions, cha ac e ized by high a ousal, such as
amazemen , age, and anxie y, in augmen ing he likelihood o con en
going i al. The a icle by Lesko ec e al. (2007), published in ACM
T ansac ions on he Web, amassed 1404 ci a ions. In his pape , he
au ho s ound ha ecommenda ions exhibi limi ed e icacy in d i ing
pu chasing decisions, while i al ma ke ing wi hin speci ic communi ies
and p oduc ca ego ies can p o e exceedingly e icien . Be ge ’s (2014)
wo k, ci ed 991 imes, examined he ubiqui y and signi icance o WOM
and emphasized he need o deepe explo a ion in o he ac o s and
de e minan s ha shape his phenomenon. De B uyn and Lilien’s (2008)
s udy, ci ed 614 imes, a i med ha he cha ac e is ics o social con-
nec ions signi ican ly in luence ecipien s’ beha io s. Phelps e al.’s
(2004) a icle, wi h 601 ci a ions, highligh ed he pi o al ole played by
indi idual mo i a ions and beha io s in he ealm o i al ma ke ing. I
unde sco ed he impo ance o comp ehending he psychological un-
de pinnings ha d i e i al con en dissemina ion. O e all, he e olu-
ion o esea ch illus a ed in Table 3 p esen s he shi om he ini ial
explo a ions o indi idual mo i a ions and social ne wo ks o a sophis-
ica ed unde s anding o he psychological and emo ional mo i es o
i al ma ke ing.
Au ho ’s dominance o e ime is used o assess w i e s’ p ominence
in he academic landscape (Kuma & Kuma , 2008). In schola ly li e -
a u e, his me ic is ex ensi ely used (Elango & Rajend an, 2012; Fi -
daus e al., 2019; Hussain e al., 2023). Fig. 4 p esen s a isual
ep esen a ion o he ebb and low o domina ing au ho s in he ield
o e ime. Y. Zhang held sway om 2013 h ough 2023, and Y. Chen
exhibi ed dominance om 2011 o 2023. Howe e , he landscape also
wi nessed he ise o eme ging au ho s who ha e ca ed hei niche in
he discipline, including W. Wu (2017–2022), R. Zhang (2019–2022),
and L. Li (2019–2023); his sugges s he dynamic na u e o au ho
dominance in i al ma ke ing esea ch. In he ealm o bibliome ic
analysis, Lo ka’s law is a well-es ablished me ic ha assesses he
“E enness/Concen a ion o Au ho s’ Con ibu ion” (Me ediz-Sol`
a &
Ba i ie a, 2019). This me ic was i s p oposed by Lo ka (1926), who
posi ed ha “ he numbe o au ho s p oducing a ce ain numbe o a -
icles is in a a io which is ixed, usually 2, o he numbe o single-a icle
au ho s.” Ou indings sugges he applicabili y o Lo ka’s Law in he
con ex o i al ma ke ing esea ch (β =4.7; K-S Two-Sample Tes p =
0.2). This con i ms he sys ema ic dis ibu ion o au ho ship con ibu-
ions in he ield and emphasizes he balanced in e play o au ho s’
Fig. 3. B ad o d’s Law o Mos P ominen Sou ces*.
*No e: The jou nal names in he igu e a anged by o de o p oduc i i y a e as ollows: PHYSICA A: STATISTICAL MECHANICS AND ITS APPLICATIONS, SOCIAL
NETWORK ANALYSIS AND MINING, IEEE ACCESS, IEEE TRANSACTIONS ON COMPUTATIONAL SOCIAL SYSTEMS, INFORMATION SCIENCES, IEEE TRANS-
ACTIONS ON KNOWLEDGE AND DATA ENGINEERING, KNOWLEDGE-BASED SYSTEMS, EXPERT SYSTEMS WITH APPLICATIONS, JOURNAL OF INTERACTIVE
MARKETING, PLOS ONE, KNOWLEDGE AND INFORMATION SYSTEMS, THEORETICAL COMPUTER SCIENCE, JOURNAL OF BUSINESS RESEARCH, INTERNA-
TIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING, INTERNATIONAL JOURNAL OF MODERN PHYSICS C, JOURNAL OF COMBINATORIAL
OPTIMIZATION, NEUROCOMPUTING, ACM COMPUTING SURVEYS, ACM TRANSACTIONS ON KNOWLEDGE DISCOVERY FROM DATA, COMPUTING, ELEC-
TRONIC COMMERCE RESEARCH AND APPLICATIONS, IEEE/ACM TRANSACTIONS ON NETWORKING, JOURNAL OF DISCRETE MATHEMATICAL SCIENCES AND
CRYPTOGRAPHY, JOURNAL OF PUBLIC AFFAIRS, JOURNAL OF RESEARCH IN INTERACTIVE MARKETING, SCIENTIFIC REPORTS, APPLIED INTELLIGENCE,
BUSINESS HORIZONS, COMPUTER COMMUNICATIONS, INDIAN JOURNAL OF SCIENCE AND TECHNOLOGY, INFORMATION SYSTEMS, INFORMATION SYSTEMS
RESEARCH, JOURNAL OF ADVERTISING RESEARCH, JOURNAL OF AMBIENT INTELLIGENCE AND HUMANIZED COMPUTING.
O. Gib eel e al.
Jou nal o Inno a ion & Knowledge 10 (2025) 100659
6
p oduc i i y.
Ne wo k analyses
Co-ci a ion ne wo ks
Fig. 5 isually po ays he i al ma ke ing au ho s’ co-ci a ion
ne wo k, delinea ing ou dis inc clus e s using colo coding. The ed
clus e encompasses au ho s such as J. Lesko ec, W. Chen, and Y. Wang.
An explo a ion o his g aph e eals se e al impo an insigh s. Fo
example, upon sc u inizing he node sizes wi hin he ne wo k, we
obse e ha Y. Wang occupies a cen al posi ion in he ne wo k, which
poin s o subs an ial in luence in he ealm o i al ma ke ing esea ch.
Such no ewo hy au ho s can be likened o co e ac o s in a ne wo k (Lin
& Himelboim, 2019) as hey play a pi o al ole in shaping in e ac ion
dynamics and in o ma ion dissemina ion wi hin he esea ch ne wo k.
Bakshy e al. (2011) a gued ha ele an au ho s a e well posi ioned o
ini ia e con e sa ions and s imula e discussions, he eby disp opo -
iona ely in luencing in o ma ion di usion.
The co-ci a ion ne wo k also un eils he p oximi y o pa icula
nodes, ep esen ing a p onounced “homophily e ec .” Homophily,
oo ed in he concep o “simila i y b eeds connec ion” (McPhe son
e al., 2001), is obse ed when ac o s in a sha ed in ellec ual space
engage in discussions cen e ed a ound common in e es s o sha ed
esea ch opics (Findlay & Janse an Rensbu g, 2018). Jiang e al.
(2019) no ed ha homophily in bibliome ic ne wo ks can o en
mani es hema ic o disciplina y a ini ies; o ins ance, he p oximi y
o he nodes ep esen ing Y. Wang and W. Chen sugges s a po en ial
homophily e ec , unde sco ing hei sha ed ocus on collabo a i e
knowledge building in he con ex o i al ma ke ing. When clus e s in a
ne wo k lack connec ions, hey c ea e s uc u al holes, which a e isible
as whi e spaces be ween nodes and clus e s (Hay ho n hwai e, 1996).
Hay ho n hwai e (1996) sugges s ha esea che s can exploi s uc u al
holes by using esea ch pape s ha b idge dispa a e clus e s wi hin he
ne wo k. These pape s se e as c i ical links, connec ing o he wise iso-
la ed knowledge communi ies. Au ho s who adep ly b idge hese
s uc u al holes become in o ma ion b oke s, acili a ing connec ions
be ween dis inc g oups wi hin he ne wo k. This pi o al ole con e s a
“s uc u al ad an age” upon hem as hey enhance he low o knowl-
edge and in e ac ions ac oss he ne wo k, s eng hening he ab ic o
schola ly discou se (Bu , 1999).
Fig. 6 depic s he sou ce’s co-ci a ion ne wo k in i al ma ke ing
esea ch. The g aph dis inc ly delinea es se en jou nal co-ci a ion
clus e s, each ep esen ing a unique a ea o schola ly discou se. Fo
example, he g een clus e s ands ou and comp ises jou nals such as
Physica A: S a is ical Mechanics and i s Applica ions, Physical Re iew E -
S a is ical, Nonlinea , and So Ma e Physics, Expe Sys ems wi h Appli-
ca ions, and Na u e. This clus e ocuses on doing i al ma ke ing
esea ch using a knowledge-based app oach in he o m o expe and
knowledge-based sys ems. The blue clus e encompasses jou nals ha
ocus on managemen science. P ominen membe s o his clus e
include Managemen Science, Ma ke ing Science, and he Ame ican Jou nal
o Sociology. In he igu e, he ed clus e eme ges as he mos impo an
clus e and includes se e al p ominen ma ke ing jou nals such as he
Jou nal o Ma ke ing Resea ch, Jou nal o Consume Resea ch, Jou nal o
Consume Ma ke ing, and Jou nal o In e ac i e Ma ke ing.
The “co e jou nals” publica ions clus e wi hin he ne wo k, indi-
ca ing a concen a ion o s udies explo ing common hema ic and
me hodological pe spec i es. Con e sely, a icles o igina ing om
jou nals o ields wi h ewe hema ic simila i ies end o be dispe sed
h oughou he ne wo k. This obse ed pa e n implies a endency o-
wa d clus e specializa ion and knowledge concen a ion wi hin each
g oup, con i ming limi ed in e ac ion be ween hese clus e s; his aligns
wi h he concep o “o hodox co e-he e odox pe iphe y” (Gl¨
o zl &
Aigne , 2018). Each g oup is o med by a ew highly ci ed “o hodox
jou nals,” wi h “he e odox jou nals” occupying he pe iphe y. This
a angemen sugges s a dis inc hie a chy in e ms o in luence and
engagemen wi hin he ne wo k. The co-ci a ion ne wo k o e s a
nuanced insigh in o he in e ela ionships among jou nals in he ield,
un eiling he hema ic ocuses o di e en clus e s and hei pa e ns o
in e ac ion.
Collabo a ion ne wo ks
Resea ch ques ion 4: he de elopmen o i al ma ke ing esea ch ac oss
di e en schola ly ini ia i es, ins i u ions, and na ions o e ime. Fig. 7
shows a isual ep esen a ion o he au ho ’s collabo a ion ne wo k
wi hin he ealm o i al ma ke ing esea ch. This g aph p o ides
aluable insigh s in o he collabo a i e dynamics among esea che s. In
he g aph, he size o each node is di ec ly p opo ional o he numbe o
publica ions a ibu ed o he au ho , while he hickness o he links
e lec s he numbe o join publica ions. The g aph signals limi ed
collabo a ion among au ho s in he ield o i al ma ke ing esea ch, and
i shows i e majo esea ch communi ies, each dis inguished by a
di e en colo . Fo ins ance, he G een clus e ea u es au ho s such W.
Yang, Y. Zhang, H. Wang, and X. Li. X. Wang and Y. Chen p edominan ly
s ee he Red ne wo k, while W. Wang and X. Liu lead he Blue clus e .
Con e sely, Y. Wang, W. Chen, and Y. Li domina e he Yellow clus e .
Finally, R. Zhang, J. Tang, and H. Li equally domina e he pu ple clus e ,
wi h Z. Zhao ha ing he lowes con ibu ion o ha clus e . These
communi ies e lec hema ic and collabo a i e alliances among
Table 3
Mos Globally Ci ed Vi al Ma ke ing A icles.
Pape To al
Ci a ion
TC pe
Yea
No malized
TC
Be ge (2012), Jou nal o Ma ke ing
Resea ch
1997 166.42 9.79
Lesko ec (2007), ACM T ansac ions on
he Web
1404 78.00 8.70
Be ge (2014), Jou nal o Consume
Psychology
991 90.09 18.80
De B uyn (2008), In e na ional Jou nal
o Resea ch in Ma ke ing
614 36.12 4.46
Phelps (2004), Jou nal o Ad e ising
Resea ch
601 28.62 2.68
Hube man (2009), Fi s Monday 579 36.19 3.68
A al (2011), Managemen Science 571 40.79 5.32
Hinz (2011), Jou nal o Ma ke ing 474 33.86 4.42
Golo in (2011), Jou nal o A i icial
In elligence Resea ch
432 30.86 4.03
Ka ona (2011), Jou nal o Ma ke ing
Resea ch
422 30.14 3.94
Kempe (2015), Theo y o Compu ing 422 42.20 10.25
Ho (2010), Jou nal o Business Resea ch 372 24.8 4.79
A o a (2019), Jou nal o Re ailing and
Consume Se ices
350 58.33 10.33
Vance (2009), De ma ologic Clinics 348 21.75 2.21
Thacke ay (2008), Heal h P omo ion
P ac ice
329 19.35 2.39
Sha ee (2019), Jou nal o Re ailing and
Consume Se ices
308 51.33 9.09
Kiss (2008), Decision Suppo Sys ems 307 18.06 2.23
Dobele (2007), Business Ho izons 292 16.22 1.81
Na ayanam (2011), IEEE T ansac ions
on Au oma ion Science and
Enginee ing
284 20.29 2.65
A al (2014), Managemen Science 282 25.64 5.35
Bampo (2008), In o ma ion Sys ems
Resea ch
270 15.88 1.96
Hill (2006), S a is ical Science 268 14.11 2.51
Kaplan (2011), Business Ho izons 267 19.07 2.49
Landhe (2010), Business & In o ma ion
Sys ems Enginee ing
266 17.73 3.43
Sub amani (2003), Communica ions o
he ACM
266 12.09 1.42
Bonchi F., 2011, ACM T ansac ions on
In elligen Sys ems and Technology
263 18.79 2.45
O. Gib eel e al.
Jou nal o Inno a ion & Knowledge 10 (2025) 100659
7
esea che s in i al ma ke ing esea ch. Howe e , he agmen ed na-
u e o he ne wo k signi ies ha he le el o collabo a ion wi hin he
ield emains somewha limi ed. Thus, highly p oduc i e au ho s in he
ield o en engage in close-kni collabo a ions while ha ing ewe
con ac s ha ex end beyond hei scien i ic ci cles. While collabo a ion
wi hin hese clus e s is ib an , os e ing inno a ion and knowledge
exchange, he o e all ne wo k’s spa si y indica es he p esence o un-
explo ed oppo uni ies o b oade in e disciplina y collabo a ion and
Fig. 4. Vi al ma ke ing au ho s dominance o e ime.
Fig. 5. Au ho s Co-ci a ion Ne wo k (≥50 a icles).
O. Gib eel e al.
Jou nal o Inno a ion & Knowledge 10 (2025) 100659
8
ad ancing schola ly esea ch in he ealm o i al ma ke ing. Resea ch
on in luence s has gained much a ac ion. Leung e al. (2022) p oposed
ways ha would aid in de eloping a heo y o online in luence ma -
ke ing (OIM); hey p oposed six no el p oposi ions illus a ing he
bene i s such as a ge ing, posi ioning, c ea i i y, us , and po en ial
h ea s, namely con en con ol and cus ome e en ion. Fu he mo e,
hey p oposed e ec i e s a egies o managing OIM (Leung e al.,
2022). As shown by his wo k, hese hemes a e s ill in he p ocess o
incep ion and de elopmen and a e slowly gaining ex e nal ecogni ion.
Discussion
This esea ch was mo i a ed by he desi e o isually ep esen and
map he concep ual and s uc u al knowledge o i al ma ke ing
esea ch, concu en ly examining he e olu ion o schola ly publica-
ions and e ealing he in ellec ual co e o his domain. The e o e, using
no el and obus bibliome ic ne wo k echniques, we analyzed 791
documen s on i al ma ke ing indexed in Scopus and WOS spanning wo
and a hal decades and au ho ed by 1820 au ho s. By employing a
bibliome ic me hodology, we bene i om he objec i e p esen a ion o
he esul s and eal da a, as opposed o subjec i e echniques, which
would en ail he isk o sample selec ion bias ha may be ound in
adi ional esea ch me hods (Linnenluecke e al., 2020). Ou objec i e
is o use SNA o ho oughly examine i al ma ke ing esea ch and
o e come he sho comings o con en ional esea ch me hods. Conse-
quen ly, we iden i ied a key g oup o in luen ial schola s, ou s anding
jou nals, and majo ends ha ha e con ibu ed o he ans o ma ion
and e olu ion o he ield.
By mi o ing he subs an ial g ow h in ela ed esea ch, pa icula ly
be ween 2008 and 2014, we e ealed he inc easing p ac ical impo -
ance o i al ma ke ing. Fu he mo e, we highligh he no able mul i-
disciplina y na u e o he jou nals, which demons a es he di e se
na u e o his esea ch and i s e ol ing landscape. Fo ins ance, IEEE
Access and In o ma ion Sciences domina es he dissemina ion o in luen-
ial wo k, unde sco ing he mul idisciplina y na u e o i al ma ke ing.
Consequen ly, in ol ing he componen s o ma ke ing, social ne wo k
analysis, compu a ional sys ems, da a science, and da a enginee ing
sugges s ha i al ma ke ing esea ch is likely o be in e disciplina y.
The indings also e eal seminal wo ks shaping cou ses in i al ma -
ke ing, emphasizing posi i e emo ions, social ne wo ks, and a ge ed
s a egies (e.g., Be ge & Milkman, 2012; Lesko ec e al., 2007).
Collabo a i e ne wo ks p o ide signi ican insigh s in o he dy-
namics and pa e ns o knowledge p oduc ion and low in i al ma -
ke ing esea ch. Fo example, Zhang and Chen p esen ed he au ho -
dominan pa e ns. Fu he mo e, collabo a ion is s ill es ained and is
mos ly seen ac oss simila geog aphic o cul u al g oups. This inding
sugges s a lack o po en ial o no el ideas and me hodologies, as indi-
ca ed by he ac ha i al ma ke ing esea ch is p edominan ly
con ined o smalle clus e s. Mo eo e , we conclude ha geog aphic
p oximi y and cul u al and linguis ic simila i ies a e key de e minan s o
collabo a i e wo k in he ield, as demons a ed by a locally cen alized
collabo a ion model among ins i u ions. Based on hese indings, we
sugges b oadening he scope o i al ma ke ing esea ch and p o iding
ex e nally alid ou comes applicable ac oss di e se ma ke s. The ind-
ings o he collabo a i e ne wo k analysis ha e conside able implica-
ions o shaping u u e esea ch endea o s owa d a mo e in eg a ed,
inno a i e, and impac ul esea ch landscape.
The keywo ds and co-occu ence ne wo ks show ha he main
keywo ds include “ i al ma ke ing,” “social ne wo ks,” and “in luence
maximiza ion,” while ending opics appea o be shi ing owa d
“complex ne wo ks,” “communi y s uc u e,” and “in luence maximi-
za ion.” This obse a ion signals a change in he esea ch ocus owa d
mo e complex aspec s and echnical a eas o i al ma ke ing, such as
algo i hmic and da a-d i en app oaches. The e o e, we explo ed s udies
ela ed o keywo ds such as in luen ial nodes o op imize he in luence
o i al messages on online ne wo ks. The applica ion o his s a egy,
analyzing ending opics and hema ic e olu ion, highligh s he need
o con inuous explo a ion o b idge he gap be ween niche and main-
s eam esea ch a eas. Building on es ablished knowledge and
le e aging ounda ional concep s, hese indings add ess he challenges
and no el oppo uni ies in he e ol ing ield o i al ma ke ing.
The concep ual s uc u e o he ield is ep esen ed by h ee main
hema ic clus e s: in o ma ion aspec s, ne wo k s uc u es, and social
con agion. Finally, h ough his o iog aphic analysis, we iden i ied
in luen ial s udies clus e ed a ound 2012–2016 and 2018. This inding
emphasizes he mos impo an hemes iden i ied, namely consume
engagemen , humo , mul imedia, and he p edic ion o i al success.
Finally, his comp ehensi e bibliome ic s udy on i al ma ke ing
esea ch p o ides e idence o he ield’s e olu ion, key playe s, and
dominan hemes. The dynamic and e ol ing na u e o his domain is
unde sco ed by he eme gence o in luence ma ke ing, he g ow h o
echnical esea ch a eas, and he po en ial o b oade collabo a ion.
The e o e, we p esen aluable insigh s o i al ma ke ing p o essionals
o use ou indings ega ding hese ends. Fu he mo e, when ma ke e s
unde s and he co e hemes ha in luence au ho s and key jou nals,
ma ke ing campaigns ha le e age social ne wo ks, emo ions, and a -
ge ed messaging can be mo e e ec i e. Bo h academics and p ac i-
ione s will ind his s udy use ul, as i p o ides insigh in o he u u e o
i al ma ke ing esea ch and p ac ice.
Implica ions, limi a ions, and u u e esea ch
This s udy con ibu es o he de elopmen o mo e ocused and
po en i al ma ke ing s a egies by iden i ying key ends, in luen ial
ac o s, and p ospec i e esea ch gaps. Acco dingly, he ocus o esea ch
has shi ed om ounda ional concep s, such as “in e ne ” and “ma -
ke ing” o mo e specialized a eas such as “popula i y p edic ion” and
“in luence maximiza ion.” This obse a ion con ibu es owa d a mo e
c i ical unde s anding o maximizing and e ec i ely deploying he i al
phenomena ha seemingly eme ge om he i al ma ke ing heo y.
Fu he mo e, eme ging hemes such as “in luence p opaga ion,” “in-
luence di usion,” and “social in luence” p esen he alue o he
de eloped heo e ical amewo ks. Con e sely, new a eas o esea ch
ha ha e been de eloped include mobile i al ma ke ing, and he
echnology accep ance model has eacquain ed wi h he endency o
apply he echnology accep ance model in assessing he accep ance o
he i al ma ke ing s a egy in he mobile con ex (Hendijani Da is,
1989, Hendijani Fa d & Ma i, 2020).
In es iga ing i al ma ke ing using bibliome ic analysis is i al o
he academic unde s anding o he ield and has c i ical implica ions o
ma ke ing s a egies. Fo ins ance, iden i ying key jou nals, in luen ial
au ho s, and ending opics o e s p ac i ione s aluable oppo uni ies.
Ma ke e s can gain aluable guidance when applying hese insigh s o-
wa ds hei i al ma ke ing e o s h ough in luen ial publica ions and
hough leade s. In ac , ma ke e s can de e mine and include key
in luence s, as e iden om hemes such as “ a ge se selec ion” and
“dynamic monopolies” o maximize he impac and each o hei i al
ma ke ing campaigns. Consequen ly, his s udy emphasizes he impo -
ance o in e disciplina y collabo a ion and an in eg a ed iew o i al
ma ke ing.
Despi e he con ibu ions o his s udy, i has some limi a ions. In
con as o Holub and Johnson (2018), ou s udy exclusi ely u ilizes wo
p ima y da abases: Scopus and WoS. The e o e, his migh ha e led o
mo e cau ious ci a ions and ela ionship coun s when compa ed o
al e na i e sou ces such as Google Schola . Ne e heless, mos docu-
men s ci ed in o he sou ces, including WoS, a e also indexed by Scopus,
which is an ambi ious quali y con ol e o (Ga el & Iselid, 2008).
Howe e , Google Schola allows ci a ions om blogs, syllabi, unpub-
lished p esen a ions, and o he simila web esou ces, in con as o
o he sea ch engines (Neuhaus e al., 2006). Fu u e s udies should
examine he means o ollowing up on ou indings by including addi-
ional da ase s in hei analyses. Fu he mo e, he limi a ion o ou
O. Gib eel e al.
Jou nal o Inno a ion & Knowledge 10 (2025) 100659
15
sea ch o a icles ha we e published exclusi ely in one language,
English, may es ic he ex en o ou co e age. Despi e being simila o
o he s udies (e.g., Qian e al., 2019) using only English language pub-
lica ions, u u e esea ch should conside he inclusion o publica ions in
o he languages o e alua e he applicabili y o ou indings ac oss
mul iple languages. Fo ins ance, publica ions om highly p oduc i e
coun ies, such as China.
Se e al ecommenda ions should be conside ed o u u e s udies.
Ou s udy is an ex ensi e bibliome ic analysis o i al ma ke ing pub-
lica ions published >25 yea s ago. Howe e , u u e s udies could
explo e he la en pa e ns in ex ual i al ma ke ing da a using a opic
modelling echnique, as is e iden in Chen e al. (2020). I may be use ul
o apply his me hodology o unco e hidden hema ic pa e ns in he
con en o a icles, con ibu ing o he unde s anding o he a ea.
Howe e , he app oach we employed— he co-ci a ion ne wo k me hod,
likely used consis en ly by o he schola s in he ield —may conceal
impo an linkages, acco ding o Skupin (2009), who p oposed
sel -o ganizing maps and con inuous spaces as po en ial solu ions.
The e o e, u u e esea ch could c oss- alida e he esul s o he
co-ci a ion echniques used in he p esen s udy using al e na i e
me hods o con i m he esul s and ensu e an unde s anding o he in-
ellec ual e ain wi hin he subjec a ea.
Finally, ou indings p o ide a aluable map o he schola ly land-
scape o i al ma ke ing o academics and p ac i ione s in e es ed in
his ield. Fu he s udies should discuss he pa icula mechanisms and
ac ions schola s, and educa ional ins i u ions use o in luence he ield’s
discou se. Ex ending he analysis o he an eceden s o o e all collabo-
a ion by including cul u al and geog aphical ac o s may con ibu e o a
deepe unde s anding o he dynamics o i al ma ke ing esea ch.
CRediT au ho ship con ibu ion s a emen
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Visualiza ion, Valida ion, Me hodology, In es iga ion, Fo mal analysis,
Concep ualiza ion. Mohamed M. Mos a a: W i ing – o iginal d a ,
Visualiza ion, Valida ion, Concep ualiza ion. Ream N. Kinawy: W i ing
– e iew & edi ing, W i ing – o iginal d a , Visualiza ion, Valida ion,
In es iga ion. Ahmed R. ElMelegy: W i ing – e iew & edi ing, W i ing
– o iginal d a , Visualiza ion, Valida ion, Me hodology, In es iga ion,
Fo mal analysis. Raghid Al Hajj: W i ing – e iew & edi ing, Visuali-
za ion, Valida ion, Me hodology, Fo mal analysis, Concep ualiza ion.
Decla a ion o compe ing in e es
We ha e no con lic s o in e es o disclose.
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D . Ome Gib eel is an Assis an P o esso in Managemen In o ma ion Sys ems a Gul
Uni e si y o Science and Technology. He has p e iously held posi ions as a o me Dean
o Business Adminis a ion and Assis an P o esso a he Na ional Uni e si y Sudan and an
Adjunc Assis an P o esso a Kha oum Uni e si y. Ome has published his wo k in
p es igious jou nals such as Elec onic Comme ce Resea ch and Applica ion, Sus ainabili y
Jou nal, and he Wo ld Jou nal o En ep eneu ship, Managemen , and Sus ainable
De elopmen . He has also p esen ed his wo k a in e na ional con e ences such as he
In e na ional Con e ence on Elec onic Comme ce and he Paci ic Asia Con e ence on
In o ma ion Sys ems (PACIS).
Mohamed M. Mos a a has ecei ed a Ph.D. in Business om he Manches e Business
School, he Uni e si y o Manches e , UK. He has also ea ned an MS in Applied S a is ics
om he Uni e si y o No he n Colo ado, USA, an MA in F ench Language and Ci ili-
za ion om Middlebu y College, USA, an MA in Social Science Da a Analysis om Essex
Uni e si y, UK, an MA in T ansla ion S udies om Po smou h Uni e si y, UK, an MSc in
Func ional Neu oimaging om B unel Uni e si y, UK and an MS in A ec i e Neu oscience
om he Uni e si y o Maas ich / he Uni e si y o Flo ence. Cu en ly, he wo ks as a Full
P o esso a GUST, Kuwai . He has published o e 130 esea ch pape s in se e al leading
academic pee - e iewed jou nals.
D . Ream Kinawy, a Lec u e o Ma ke ing a he College o Business Adminis a ion a Gul
Uni e si y o Science and Technology. He esea ch ocuses on impac ul opics such as
na ional iden i y, cul u al p e e ence, consume beha iou , g een ma ke ing and alues
o ien a ions. She is ac i e in p es igious con e ences such as B i ish Academy o Man-
agemen and Eu opean Ma ke ing Academy. He esea ch del es in o undamen al opics
ha p o ide signi ican con ibu ion o schola s and p ac i ione s.
O. Gib eel e al.
Jou nal o Inno a ion & Knowledge 10 (2025) 100659
17
Ahmed ElMelegy is an Assis an P o esso o Ope a ions Managemen a he College o
Business Adminis a ion a Gul Uni e si y o Science and Technology. He holds a B.Sc. in
Cons uc ion Enginee ing om Ain Shams Uni e si y, an MBA wi h a specializa ion in
Ope a ions Managemen om he Ame ican Uni e si y in Cai o, and a PhD. in Manage-
men Sciences wi h a specializa ion in Ope a ions managemen om Illinois Ins i u e o
Technology. His eaching in e es s include Ope a ions Resea ch, Ope a ions Managemen ,
Supply Chain Managemen , and Business S a is ics. Ahmed’s esea ch ocuses on Se ice
managemen & E-Se ices, Technology Managemen , Scheduling Algo i hms, and
Queuing Models.
D . Raghid Al Hajj is an Assis an P o esso o Managemen a he Gul Uni e si y o
Science and Technology (GUST) in Kuwai and heads i s Academic Hub o En ep eneu ial
Ad ancemen and De elopmen (AHEAD). His esea ch in e es s include wo k s ess,
emo ions, leade ship, psychophysiological p ocesses, Resea ch Me hodology, and Business
educa ion. D . Al Hajj has published in op i e jou nals, including he Jou nal o O ga-
niza ional Beha io , Academy o Managemen Lea ning and Educa ion, Ho mones and
Beha io s, and Re iew o Manage ial Science.
O. Gib eel e al.
Jou nal o Inno a ion & Knowledge 10 (2025) 100659
18
