社交媒体营销研究的现状与热点——基于Web of Science的文献计量分析

The development status and research hotspots of social media marketing:A bibliometric analysis based on Web of Science

为了分析国外社交媒体营销研究的现状与热点趋势,采用文献计量方法,利用VOSviewer软件,从年度发文量、作者与期刊分布、引用情况及关键词等角度对Web of Science数据库的相关文献进行量化性统计描述与关系网络分析。结果表明:当前,社交媒体营销领域正处于研究巩固阶段,但尚未出现核心作者群体;相关文献来源期刊集中于商业管理领域,但同时呈现出一定的多学科交叉研究趋势;在商业模式持续创新的背景下,社交媒体营销内涵的完善与营销模式的拓展、作用机理与效用分析以及对消费行为与心理的影响成为当前的研究热点。结合当前国外社交媒体营销领域的研究现状与热点,进一步展望了未来研究方向。

To clarify the current status and hot spots of research on social media marketing,based on the bibliometric method,quantitative statistical description and relationship network analysis were carried out on relevant literature in the Web of Science Database using VOSviewer software,from the perspectives of annual number of published papers,distribution of authors and journals,citations and keywords.The results show that:at present,research in the field of social media marketing is in the consolidation phase,but a core author group has not yet appeared;the source journals of relevant literature are concentrated in the field of business administration,but they show a trend of interdisciplinarity.Under the background of continuous innovation of business model,the perfection of the connotations of social media marketing,the expansion of marketing mode,the mechanism of action and utility analysis,as well as influence on consumer behavior and psychology have become current research hotspots.Based on the current research status and hot spots in the field of social media marketing in foreign countries,this paper further prospects the future research direction.