Bibliometric analysis of business management research trends on social media adoption using scopus database.

Abstract

The industrial revolution 4.0 is changing many sectors everyday operations. IR 4.0 has impacted the business landscape and how business operations are managed. Businesses are now having expanded their business operation from brick-and-mortar to digital platforms. During the COVID-19 pandemic, many businesses could sustain their business due to the functionality of digital platforms like social media. Social media no longer functions as a social site solely but also facilitates business needs, especially to engage with the audience and promote their products and services. Therefore, to understand the trend of business management research interest in social media adoption, a bibliometric analysis is conducted to evaluate the research trends in social media adoption based on publication, co-occurrences, and co-authorship of the authors and affiliated countries and author keywords. Using the Scopus database, a total of 558 publications were retrieved from the year 2017 to 2021 in business management. The result shows a steady increase in research trends in 2019, 2020 and 2021. Researchers from the USA, UK and China contribute active publications. The result of this paper will be beneficial to scholars for enhancing research in social media adoption in the field of business management as well as shifting the business landscape to the acceptance of digital platforms.