Conceptualizing social media analytics in digital economy: An evidence from bibliometric analysis

The present study intends to provide a comprehensive overview based on existing literature related to social media analytics and digital economy using bibliometric analysis from Scopus database, particularly from the year 1996–2022. The studies that have discussed social media analytics and digital economy on a global scale using bibliometric analysis are very less in numbers. Therefore, this study determines the trends and maps in the digital economy and social media analytics using VOSviewer. The present study analyses 1539 articles collected from the Scopus database and uses VOSviewer that creates a visual representation of the data. Analyses of co-occurrence of keywords, co-citation, journals, and co-authorship have been employed in the study. The findings of the study reveal the most prominent trends in terms of influence, most prolific journals, articles, authors, topics, keywords, and countries. Content analysis has been employed using the bibliographic coupling of documents to identify the broad themes of the clusters. Further, a conceptual quadrant model has been devised to examine the outcomes of the interrelation between social media analytics and digital economy. This study further reveals that research on digital economy and social media analytics has shifted from the developed world to the developing nations. Now, more and more research is being conducted in the countries like China, Pakistan, Bangladesh, Ukraine and India. Through the density visualization of keywords analysis, it is revealed that keywords like “digitalization”, “artificial intelligence”, “blockchain”, “cryptocurrency”, and “bitcoin” are in trends of research in the subject matter.