Mapping the impact of social media marketing on customer loyalty: Bibliometric analysis

Abstract

This study aims to evaluate and discuss the progress made in writing research articles that focus on the relationship between social media marketing and consumer loyalty. It also looks at how to visualize VOSviewer data to look at author cooperation and keywords in journal articles that Scopus has indexed. The influence of social media marketing on customer loyalty is investigated bibliometrically in this study using quantitative descriptive technique and systematic mapping methodology. One hundred twenty-six relevant articles were located among the 308 articles in the initial search results when the database was initialized by specifying the phrases “social media marketing” and “customer loyalty” on the Scopus website. Using the VOSviewer program, it is known that 542 authors are related with 5 clusters and 36 keywords. Notably, American writers are responsible for most of the research on this subject, which was published in Scopus. In VOSviewer’s mapping, some key terms that come up often include digital marketing, Facebook, trust, client loyalty, and brand loyalty. It is important to emphasize that this study’s scope is restricted to the Scopus database, which suggests that the results’ completeness may be constrained. This paper is significant because it adds something new to our knowledge of how social media marketing influences customer loyalty and because of the inventive use of VOSviewer visualization.