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. 36.9% 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%
- 27k per year above
- Top-10% rate
- 36.9% share of its works in the world top 10%
- Growth, 2013–17 → 2018–22
- +84% the tick is no change
Which countries lead Digital Marketing and Social Media research?
By volume, Indonesia and China publish the most (4.9k and 3.7k works in 2022–2025).
By volume, 2022–2025
- 1 Indonesia 4.9k works
- 2 China 3.7k works
- 3 India 2.4k works
- 4 United States 2.2k works
- 5 Türkiye 1.1k works
- 6 Malaysia 969 works
- 7 United Kingdom 740 works
- 8 Spain 552 works
- 9 South Korea 549 works
- 10 Germany 505 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.
Shares of the rows listed above, not of the whole node.
Which institutions lead Digital Marketing and Social Media research?
By volume in 2022–2025, Binus University publishes the most Digital Marketing and Social Media research, followed by Telkom University and Bandung Institute of Technology.
By volume, 2022–2025
- 1 Binus UniversityIndonesia 340 works
- 2 Telkom UniversityIndonesia 173 works
- 3 Bandung Institute of TechnologyIndonesia 140 works
- 4 Universiti Teknologi MARAMalaysia 132 works
- 5 University of IndonesiaIndonesia 124 works
- 6 Universitas Patria ArthaIndonesia 97 works
- 7 University of Pembangunan Nasional Veteran Jawa TimurIndonesia 94 works
- 8 Symbiosis International UniversityIndia 91 works
- 9 University of BrawijayaIndonesia 88 works
- 10 Hong Kong Polytechnic UniversityHong Kong 81 works
Who are the leading researchers in Digital Marketing and Social Media?
The most-cited researchers publishing on Digital Marketing and Social Media include Vivian Welch, Marko Sarstedt and Jörg Henseler.
- 1 Vivian Welch Canada 14k citations
- 2 Marko Sarstedt Germany 11k citations
- 3 Jörg Henseler Netherlands 7.6k citations
- 4 A. Parasuraman United States 7.1k citations
- 5 Joseph F. Hair United States 3.7k citations
Ranked by citations received across their whole record, among researchers with at least three works on this topic.
Where is Digital Marketing and Social Media research done?
The largest centres of Digital Marketing and Social Media research in 2022–2025 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, 2022–2025
Where it is the local speciality
- BlagoevgradBG · 26.5 works15×
Location quotient: how much more of its research is in Digital Marketing and Social Media than the world average.
Where is the best place to study Digital Marketing and Social Media?
Among universities, judged by research, University of Business and Technology, Taylor's University and Sunway University score highest, combining excellence, specialisation, size, growth and international reach. Research strength is one signal when choosing where to study; it does not measure teaching.
One dot per university in the table below. The upper left is the interesting corner: small places doing unusually strong work.
| # | University | Score | Top 10% | Specialisation | Works | Growth |
|---|---|---|---|---|---|---|
| 1 | University of Business and TechnologySaudi Arabia | 75.4 | 56.8% | 10.9× | 27 | +242.5% |
| 2 | Taylor's UniversityMalaysia | 72.7 | 56.9% | 15.6× | 35 | +431.5% |
| 3 | Sunway UniversityMalaysia | 72.4 | 67.8% | 11.1× | 28 | +106.2% |
| 4 | City University of MacauMacau | 69.9 | 58.5% | 12.5× | 50 | — |
| 5 | Jaipuria Institute of ManagementIndia | 69.5 | 59.1% | 33.7× | 26 | +357.4% |
| 6 | Iscte – Instituto Universitário de LisboaPortugal | 67.5 | 53.4% | 11.4× | 26 | +422.6% |
| 7 | Symbiosis International UniversityIndia | 67.1 | 36.4% | 10.4× | 91 | +250.0% |
| 8 | International Management InstituteIndia | 66.4 | 56.4% | 21.9× | 20 | +195.4% |
| 9 | Indian Institute of Management AhmedabadIndia | 66.4 | 65.0% | 13.4× | 16 | +154.0% |
| 10 | Binus UniversityIndonesia | 65.9 | 15.0% | 23.7× | 340 | +420.7% |
Universities only. Score blends excellence (30%), specialisation (25%), size (20%), growth (15%) and international reach (10%), 2015–2022; growth compares 2010–14 with 2015–19.
Is Digital Marketing and Social Media research growing?
Output in 2018–2022 was 84% higher than in 2013–2017, peaking in 2024. The fastest-growing topics are Digital Marketing and Social Media.
The same series as a ribbon — one cell per year, darker for more. The line above answers how much; this answers when.
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.