Social media marketing and customer purchase intention: Evidence-based bibliometrics and text analysis

IF 1.2 Q4 BUSINESS
Anh Tuan Phan, Anh Van Nguyen, Nhan Van Ho, Giang Ha Hai
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引用次数: 0

Abstract

The rapid proliferation of social media platforms has sparked heightened interest among businesses seeking to leverage them to enhance customer purchase intentions. Consequently, there has been a surge in research exploring the intersection of social media marketing and consumer behavior. However, gaps persist regarding the primary themes within this research domain. This study analyzes 282 research papers spanning from 2012 to 2022, sourced from the Web of Science Core Collection, focusing on social media and customer purchase intentions. Leveraging Latent Dirichlet Allocation (LDA) commands in STATA and VOSviewer software, the study investigates emerging trends and prevalent themes, visualizing the dataset. The findings indicate a notable increase in research output, particularly from developed countries, with significant collaboration between developed and developing nations. Moreover, the study identifies five principal research topics: 1) the impact of social media marketing on consumer purchase intention, 2) the consequences of online brand communities on purchase behavior, 3) factors influencing consumer purchase intention, 4) influencer effects on purchase intention, and 5) social media advertising and marketing strategies. Future inquiries should delve into various factors shaping customer purchase intentions, including the role of influencers, word-of-mouth dynamics, and advertising strategies while considering the diverse cultural contexts across different regions. This comprehensive analysis provides valuable insights for researchers and practitioners alike, guiding future endeavors in understanding and harnessing the power of social media in consumer decision-making processes. AcknowledgmentsGiang Hai Ha was funded by the Master, PhD Scholarship Programme of Vingroup Innovation Foundation (VINIF), code VINIF.2022.TS030.
社交媒体营销与客户购买意向:基于证据的文献计量学和文本分析
社交媒体平台的迅速普及引发了企业对利用社交媒体平台提高客户购买意向的浓厚兴趣。因此,探索社交媒体营销与消费者行为交叉点的研究激增。然而,在这一研究领域的主要课题方面仍然存在差距。本研究分析了 282 篇研究论文,时间跨度从 2012 年到 2022 年,这些论文来自科学网核心文献集,重点关注社交媒体和顾客购买意向。利用 STATA 和 VOSviewer 软件中的 Latent Dirichlet Allocation (LDA) 命令,本研究调查了新兴趋势和流行主题,并将数据集可视化。研究结果表明,研究成果显著增加,尤其是来自发达国家的研究成果,发达国家与发展中国家之间的合作也非常重要。此外,研究还确定了五个主要研究课题:1)社交媒体营销对消费者购买意向的影响;2)网络品牌社区对购买行为的影响;3)影响消费者购买意向的因素;4)影响者对购买意向的影响;5)社交媒体广告和营销策略。未来的研究应深入探讨影响消费者购买意向的各种因素,包括影响者的作用、口碑动态和广告策略,同时考虑不同地区的不同文化背景。这项全面的分析为研究人员和从业人员提供了宝贵的见解,为今后理解和利用社交媒体在消费者决策过程中的力量提供了指导。 鸣谢姜海河受Vingroup创新基金会(VINIF)硕士、博士奖学金项目资助,项目代码为VINIF.2022.TS030。
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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