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Topic · Sociology and Political Science

Digital Marketing and Social Media

Digital Marketing and Social Media is a research topic within Sociology and Political Science. Science Explorer counts 74k research works in it since 1950. 10.0% of them reached the world's top 10% most cited for their field and year.

This cluster of papers explores the impact of social media on consumer behavior, focusing on electronic word-of-mouth, consumer engagement, online reviews, brand communities, influencer marketing, customer relationship management, online branding, user-generated content, and marketing analytics. It delves into the motivations and consequences of consumer interactions in virtual communities and the role of social media in shaping brand perceptions and purchase intentions.

  • Social Media
  • Electronic Word-of-Mouth
  • Consumer Engagement
  • Online Reviews
  • Brand Communities
  • Influencer Marketing
  • Customer Relationship Management
  • Online Branding
  • User-Generated Content
  • Marketing Analytics
Research works
74k
fractional, since 1950
In the world top 10%
7.4k
per year above
Top-10% rate
10.0%
share of its works in the world top 10%
Growth, 2018-21 → 2022-25
+53%
the tick is no change
Largest producer
Indonesia
27% of the 10 largest, 2022-now
Digital Marketing and Social Media

Which countries lead Digital Marketing and Social Media research?

By volume, Indonesia and China publish the most (5.3k and 4.4k works in 2022-now).

By volume, 2022-now

  1. 1 Indonesia 5.3k works
  2. 2 China 4.4k works
  3. 3 India 2.7k works
  4. 4 United States 2.5k works
  5. 5 Türkiye 1.1k works
  6. 6 Malaysia 1.1k works
  7. 7 United Kingdom 792 works
  8. 8 South Korea 596 works
  9. 9 Spain 592 works
  10. 10 Germany 536 works

How concentrated that is

The same countries as shares of everything the list above accounts for. A node where two countries do two thirds of the work and one spread evenly across twelve read alike as a ranking and not at all alike here.

Indonesia: 27.1%China: 22.4%India: 14.0%United States: 12.5%6 others listed: 24.0%27%largest
Indonesia5,323 · 27.1%China4,404 · 22.4%India2,742 · 14.0%United States2,461 · 12.5%6 others listed4,712 · 24.0%

Shares of the rows listed above, not of the whole node.

Which institutions lead Digital Marketing and Social Media research?

By volume in 2022-now, Binus University publishes the most Digital Marketing and Social Media research, followed by Telkom University and Bandung Institute of Technology.

By volume, 2022-now

  1. 1 Binus UniversityIndonesia 369 works
  2. 2 Telkom UniversityIndonesia 184 works
  3. 3 Bandung Institute of TechnologyIndonesia 149 works
  4. 4 Universiti Teknologi MARAMalaysia 140 works
  5. 5 University of IndonesiaIndonesia 129 works
  6. 6 Universitas Patria ArthaIndonesia 109 works
  7. 7 University of Pembangunan Nasional Veteran Jawa TimurIndonesia 100 works
  8. 8 Symbiosis International UniversityIndia 99 works
  9. 9 University of BrawijayaIndonesia 93 works
  10. 10 Hong Kong Polytechnic UniversityChina 87 works

Who are the leading researchers in Digital Marketing and Social Media?

The most-cited researchers publishing on Digital Marketing and Social Media include Icek Ajzen, Wei Huang and Kai You Wang.

  1. 1 Icek Ajzen United States 267k citations
  2. 2 Wei Huang China 267k citations
  3. 3 Kai You Wang China 224k citations
  4. 4 Albert-Ĺaszló Barabási United States 223k citations
  5. 5 Marko Sarstedt Germany 221k citations
  6. 6 Vivian Andrea Welch Canada 218k citations
  7. 7 Christian M. Ringle Germany 215k citations
  8. 8 Claes Fornell United States 198k citations

Ranked by citations received across their whole record, among researchers with at least three works on this topic.

What are the most cited papers in Digital Marketing and Social Media?

The most cited paper in Digital Marketing and Social Media is "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology" (Fred D. Davis, 1989), with 67,727 citations. Next come "User Acceptance of Information Technology: Toward A Unified View1" (44,647) and "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models" (25,784).

Most cited papers
#PaperReleasedCitations
1 Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology Fred D. Davis · MIS Quarterly Sep 1989 67,727
2 User Acceptance of Information Technology: Toward A Unified View1 Viswanath Venkatesh, Michael G. Morris, Gordon B. Davis et al. · MIS Quarterly Sep 2003 44,647
3 User Acceptance of Computer Technology: A Comparison of Two Theoretical Models Fred D. Davis, Richard P. Bagozzi, Paul R. Warshaw · Management Science Aug 1989 25,784
4 A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies Viswanath Venkatesh, Fred D. Davis · Management Science Open access Feb 2000 23,006
5 Users of the world, unite! The challenges and opportunities of Social Media Andreas Kaplan, Michael Haenlein · Business Horizons Open access 14 Oct 2009 17,866
All 97 most cited papers, with filters and sorting

Where is Digital Marketing and Social Media research done?

The largest centres of Digital Marketing and Social Media research in 2022-now are Jakarta (Indonesia), Bandung (Indonesia), Beijing (China) and Surabaya (Indonesia). Among places with at least 20 works in it, it is an unusually large share of all research in Blagoevgrad.

Largest cities, 2022-now

  1. 1 JakartaIndonesia 1.1k works
  2. 2 BandungIndonesia 676 works
  3. 3 BeijingChina 540 works
  4. 4 SurabayaIndonesia 424 works
  5. 5 SeoulSouth Korea 350 works
  6. 6 ShanghaiChina 340 works
  7. 7 YogyakartaIndonesia 298 works
  8. 8 IstanbulTürkiye 268 works
  9. 9 MalangIndonesia 246 works
  10. 10 GuangzhouChina 235 works

Where it is the local speciality

  1. BlagoevgradBG · 31.6 works16×
← less than its size predicts1×more →

Location quotient: how much more of its research is in Digital Marketing and Social Media than the world average.

See Digital Marketing and Social Media on the map

Where is the best place to study Digital Marketing and Social Media?

Among universities, judged by research, UCSI University, Swinburne University of Technology and Hong Kong Polytechnic University score highest, combining citation excellence, specialisation, size, growth and international reach. Research strength is one signal when choosing where to study; it does not measure teaching.

0%20%40%mean 30.89%fractional works in this field (log) →share of work in the world top 10% →Swinburne University…UCSI UniversityHong Kong Polytechni…University of Macau
above the meannear itbelow it

One dot per university in the first ten of the table below, at the default weights. The upper left is the interesting corner: small places doing unusually strong work.

Citation excellenceshare of its work in the world top 10%, 2022-now and all time averaged
40%
Specialisationhow much of its work is in this field, counted up to 10× the world share
10%
Sizeits output in this field, on a log scale
30%
Growthoutput growth, counted from -20% to +20%
10%
Internationalshare of its work with a co-author abroad
10%
Each slider sets a weight; the share it gets of the score is beside it.
#UniversityScoreTop 10%SpecialisationWorksGrowth
1UCSI UniversityMalaysia 68.932.7%12.6×29 +71.7%
2Swinburne University of TechnologyAustralia 68.543.6%3.8×28 +36.8%
3Hong Kong Polytechnic UniversityChina 68.431.4%4.0×87 +4.4%
4University of MacauChina 67.530.8%4.7×38 +141.9%
5City University of MacauChina 65.121.3%14.2×55 +246.2%
6University of SurreyUnited Kingdom 64.443.6%2.9×18 +17.3%
7Sunway UniversityMalaysia 62.327.4%12.5×30 +119.4%
8Edith Cowan UniversityAustralia 60.935.8%4.9×17 +56.7%
9Sejong UniversitySouth Korea 59.727.4%6.0×28 +8.5%
10Macau University of Science and TechnologyChina 58.714.9%10.2×55 +495.0%

Universities only. The score blends citation excellence (40%), size (30%), specialisation (10%), growth (10%), international reach (10%), 2022-now; growth compares 2018-21 with 2022-25 and counts up to +20%, since a jump from a small base is mostly noise.

Every institution in Digital Marketing and Social Media, country by country

Is Digital Marketing and Social Media research growing?

Output in 2022-2025 was 53% higher than in 2018-2021, peaking in 2024. The fastest-growing topics are Digital Marketing and Social Media.

still counting19801990200020102020
grewheldshrank

The same series as a ribbon: one cell per year, darker for more. The line above answers how much; this answers when.

Its share of all research

Growing output can still be a shrinking share: all of science grows. This is Digital Marketing and Social Media as a percentage of every work published that year, 0.13% in 2024.

still counting0.050%0.10%0.15%Digital Marketing and Social Media0.12% in 202519801990200020102020

Fractional works of Digital Marketing and Social Media over all fractional works that year. How the balance of science has shifted.

How much of it reaches the world top 10%

Year by year.

still counting5%10%15%Digital Marketing and Social Media10.1% in 2025200020102020

Of each year's works in it, the share that reached the world's 10% most cited for their field and year. A field is the world for its own topics, so there is no other line to hold it against.

Which topics inside it are moving

Growth and decline on one axis around a shared zero. Two lists side by side hide the thing that matters: whether the growth dwarfs the decline, or the other way round.

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