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Conference Paper/Proceeding/Abstract 178 views

Return On Investment In Social Media Marketing: Bibliometric Analysis

Daniele Doneddu Orcid Logo, Yogesh Dwivedi Orcid Logo, Elvira Ismagilova, BANITA LAL, Nripendra Rana Orcid Logo

UK Academy for Information Systems Conference Proceedings 2021, Volume: 17

Swansea University Authors: Daniele Doneddu Orcid Logo, Yogesh Dwivedi Orcid Logo, Elvira Ismagilova, BANITA LAL, Nripendra Rana Orcid Logo

Abstract

Return on Investment (ROI) from social media marketing activities has attracted significant attention from academics and practitioners resulting in an increasing number of studies on this important topic. The current study conducted a bibliometric analysis to provide a consolidated view on the topic...

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Published in: UK Academy for Information Systems Conference Proceedings 2021
Published: Association of Information Systems 2021
Online Access: https://aisel.aisnet.org/ukais2021/17/
URI: https://cronfa.swan.ac.uk/Record/cronfa58849
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Abstract: Return on Investment (ROI) from social media marketing activities has attracted significant attention from academics and practitioners resulting in an increasing number of studies on this important topic. The current study conducted a bibliometric analysis to provide a consolidated view on the topic of ROI in social media marketing. By using 115 outputs from the Web of Science database and employing software CiteSpace, the study presents and discusses the analysis of temporal distribution, cited countries, cited journals, cited authors, and research hotspots from 2009 till 2020. A holistic picture of this topic will help researchers to get an overview of this field and develop directions for future studies.
College: School of Management