INTRODUCTION
This study conducts a bibliometric analysis on social
media marketing and adoption in tourism development using articles published on
the Scopus database, specifically in Indonesia. This type of study requires
using statistical and visualization methods to explore the structures and
patterns of some specific disciplines (Moed et al., 1995; Tang et al., 2018). It is important
to note that several studies with different methods of analysis were selected
through some bibliometric indicators such as the citations published annually,
individual citations, and clarity (Gallois, 2013). These articles
often reflect the contributions of authors and institutions as well as their
citations normally indicate quality and influence. The bibliometric analysis is
considered essential for this study because it allows extracting information
from each document and analyzing the data retrieved from a database (G�m�ş et al., 2020; Zupic & Čater, 2015).
Social media merges different platforms to create a
visible media convergence as observed from all social networking applications
normally used as the main media to search for information as well as a place
for social interaction, collaboration, entertainment, and creative expression (Abed et al., 2015). It was also
defined by Boyd and Ellison (2007)
and Cho et al. (2009)
as a web-based platform for interaction, conversations, and distribution of
information through text, photos, videos, and links. Appel et al. (2020)
reported that social media has a significant cultural value because it has
become part of life for the majority of the people by serving as the main
domain to receive unlimited information and share different content at any time
and place. The accuracy of the information on these platforms is sometimes
questionable. Furthermore, there is a high tendency for a continuous change in the
use of social media considering the consistent innovation which allows the
addition of more interesting features by the developers and the usage of these
new functions by the users.
Social media is increasingly being used to market
tourism activities due to the prevalence of information communication
technology and the digital economy in the tourism industry (Sary et al., 2021). It is, however,
important to note that tourism marketing involves communication and publication
activities implemented to build the image of a destination, product, and
tourist attraction site.
The data used in this study were based on the information
collected from articles published on �Social Media Marketing� and �Social Media
Adoption� on the Scopus Database which is the most comprehensive database
consisting of different peer-reviewed scientific journals, literature papers,
books, and international conference proceedings (Liao et al., 2019). It is, however,
important to note that the focus of this study was only on Journal Articles,
Conference Papers, Conference Reviews, and Review Articles published and
indexed on Scopus.
The bibliometric methods such as co-citation analysis
and aggregation involve using bibliographic data from databases to develop a
structural picture of a scientific concept (Zupic & Čater, 2015). There are three
components for this type of analysis and these include a) bibliometrics which
is the main domain of bibliometric study and which is traditionally used as a
methodology, b) scientific disciplines or information that focus on
scientific-oriented studies and a very strong interest in such field of
specialization, leading to the need to apply a quantitative method of
retrieving data, and c) science policy and management which is a domain
designed for the evaluation of different study topics (Galvez, 2016). Meanwhile, the
co-word aspect is the co-occurrence analysis of words or keywords used to index
two or more documents Diodato and Gellatly (2013)
and is normally applied to analyze the content, patterns, and trends of a
collection of documents by measuring the strength of a particular term (De Looze & Lemari�, 1997).
Previous studies showed the ability of social media to
provide opportunities for organizations to attract and reach more customers,
increase customer satisfaction, efficiently communicate with stakeholders, and
generate relevant market information. It was also reported that organizations,
policymakers, and managers need the insight to understand the role of social
media platforms in achieving sustainable performance (Kasper et al., 2012; Sivarajah et al., 2020; Ur Rahman et al., 2020).
Another study by Sivarajah et al. (2020)
showed that data and social media in a participatory web environment enable B2B
organizations to be profitable and remain sustainable through strategic
operations and marketing-related business activities. It is also important to
note that these platforms are increasingly being used to market tourism through
the provision of information to build the image of a destination, product, and
tourist attraction site.
METHOD
This study uses data from international publications
related to the instrumentation field from the Scopus database (www.scopus.com)
which were obtained using keywords such as �Social Media Marketing� and �Social
Media Adoption�. It is important to note that the search process focused on the
title, abstract, and keywords of articles published between 2012 and 2021.
Moreover, the information was used to determine the number of publications per
year, journals with articles related to the instrumentation field, authors and
their origin, and subjects which were further analyzed using Microsoft Excel
2010. Meanwhile, the trends concerning international publications developed in
the field of instrumentation were evaluated using VosViewer software.
RESULTS AND DISCUSSION
The first stage was to search
for the previously identified keywords (Baeza-Yates &
Ribeiro-Neto, 1999; Pendit, 2006) from the Scopus database
search engine with a focus on the Article Title, Abstract, and Keyword (Falagas et al., 2008; Wang
et al., 2020). This led to the discovery of
a total of 694 articles published on social media marketing and adoption from
2018 to 2021. These were further filtered to obtain more specific results and
concentrate more on achieving successful study outcomes. Therefore, this study
used the review technique framework led by a set of inclusion and exclusion
criteria to filter out irrelevant studies. Furthermore, the bibliometric
analysis requires evaluating the suitability and consequences of the available
databases compared to the others (Mart�nez, 1995; S�nchez et
al., 2017).
The
meaning of social media marketing and adoption was inductively examined by
tracing the evolution of their trends and patterns in scientific production
within the disciplines studied (Galvez, 2016; Serrano et
al., 2019; Seuring, 2004). Meanwhile, the literature
classification part was completed before an accurate or actual data analysis
was conducted using a deductive approach (Fahimnia et al., 2015). This means this study
combined both the inductive and deductive methods through triangulation and
this allowed the usage of different data sources from different authors to
analyze a particular concept (Gamache et al., 2015;
Scheffler & Brunzel, 2020; Zupic & Čater, 2015). Data were analyzed using the
bibliometric method and then the findings were summarized in the results and
discussion section. Moreover, VosViewer was applied to classify the published
literature and extensive network relationships due to its ability to function
effectively with very large datasets, different visualizations, analyses, and
breakthrough studies (Fahimnia et al., 2015; Van
Eck & Waltman, 2013). Moreover, the bibliometric
method expands the analysis to the health, information technology, education,
monetary, economics, security, agriculture, property, land conditions,
international relations, and social sciences aspects concerning tourism. The
method has been previously confirmed to be efficient for the scientific mapping
of journal articles because of its ability to apply graphic visuals and maps to
present different perspectives of a concept (Stopar & Bartol, 2019;
Wang et al., 2020).
The
studies published were classified and examined using several variables
including the citation matrices, articles, publication methods, country or
region, study field, and identification patterns applied to develop
knowledge-based theories. A similar approach was also used to analyze previous
studies on tourism sustainability, goods and practices, and the development of
new concepts for the future tourism industry. The bibliometric analysis was
completed using two network visualizations through the application of a density
map based on the occurrence of the keywords and another density map based on
network data linked by the co-written objects. The keyword
"co-occurrence" aspect usually reflects the number of times two terms
appear together in a series of articles (Yuan & Sun, 2020). It is important to note that
the density map is based on the occurrence of keywords used and the full-count
method was used in this study, indicating each co-occurring link has the same
weight. Meanwhile, the default "association strength method" was
applied to normalize the event matrix with the default values of attraction and
repulsion (Dehdarirad et al., 2019;
Shah et al., 2019) after which co-authored
network was used to determine the number of publications. The density vision
also immediately provided an overview of the author's outline as well as those
considered to be most influential in the field (Anneboina & Kumar,
2017). This simply shows that
density maps are based on a data network linked to co-written objects and the
accuracy of each point in the article was determined using natural colors such
as blue, green, and yellow. The greater number of elements around the point and
the weight of the neighboring features were determined based on the closeness
of the dot color to gold (Francis et al., 2021).
The
results showed that studies concerning social media adoption are current and
relatively few compared to other themes as indicated in Figure 1.
Figure 1.
Co-Occurrence
Network of Keywords
Source:
Scopus, Author Calculation
Numerical
data was used to determine the difference in the number of papers written per
year in comparison with the previous year. The results showed that the
documents published from 2012 to 2021 increased annually as indicated in Figure
1. This means the interests and attention of researchers, academics, and
experts on social media marketing and social media adoption increased over the
years, indicating steady growth in the articles published on Scopus.
Figure 2. Number
of Published Articles
Source:
Scopus, Author Calculation
Figure
2 shows that the publication of articles on social media marketing and adoption
started in 2012 and increased from 2014 to 2021 with the most significant
increment recorded between 2018 and 2019 as indicated by 73 and 128,
respectively.
Figure
3. Contributing Countries
Source:
Scopus, Author Calculation
The
country observed to have discussed these topics more was the United States with
107 articles as indicated in Figure 3 while the platform best used was
journaled articles.
Table 1
Top 10 Publishers' Contribution
to Social Media Marketing and Adoption
|
No.
|
Publisher
|
Record
|
|
1.
|
Industrial
Marketing Management
|
36
|
|
2.
|
Sustainability
(Switzerland)
|
17
|
|
3.
|
Journal
of Business and Industrial Marketing
|
16
|
|
4.
|
Journal
of Research in Interactive Marketing
|
9
|
|
5.
|
International
Journal of Information Management
|
8
|
|
6.
|
Journal
of Business Research
|
7
|
|
7.
|
Journal
of Science and Technology Policy Management
|
6
|
|
8.
|
Journal
of Business-To-Business Marketing
|
6
|
|
9.
|
Journal
of Marketing Education
|
5
|
|
10.
|
Advances
in Intelligent Systems and Computing
|
5
|
Source: Scopus, Author Calculation
Table
1 shows the top 10 indexed journal publishers of articles concerning Social
Media Marketing and Adoption on Scopus with the highest found to be related to
management and business. These findings showed the flow of previous studies on
these topics while the bibliometric method used the VosViewer to determine the
influence of the author, organization, place, some citations, keywords, and
relationships between words, variations, as well as the frequency of the study
on these concepts. This is in line with the application of the method in
different other fields (Zahra et al., 2021) such as environment (Hermans et al., 2014) and economics (Han et al., 2017).
Table 2
Top 10 Authors
|
No.
|
Author
|
Total
|
|
1.
|
Dwivedy Y. K.
|
11
|
|
2.
|
Rana N. P.
|
8
|
|
3.
|
Eze S. C.
|
6
|
|
4.
|
Kumar P.
|
5
|
|
5.
|
Erkan I
|
4
|
|
6.
|
Ismagilova E.
|
4
|
|
7.
|
Ahmad N.
|
4
|
|
8.
|
Ahmad S. Z.
|
4
|
|
9.
|
Kasemsap K.
|
4
|
|
10.
|
Bello A. O.
|
4
|
Source:
Scopus, Author Calculation
Table
2 shows the 10 most important authors who published articles on �Social Media
Marketing� and �Social Media Adoption" as indicated by the analysis
conducted on the number of critical authors and co-authors, written documents,
and the overall intensity of the relationship. Moreover, the existence of
multiple manuscripts was observed not to imply that the other authors
frequently quoted the text or have a close relationship. There is a citation
engagement with another person in each document without any relationship as
indicated in the following figure:
Figure 4.
Citation Network
Source:
Scopus, Author Calculation
Figure
4 shows the highest citation in each document but the correlation between all
the citations was not proven. This means there is no relationship between all
the articles published on Social Media Marketing and Social Media Adoption in
the database analyzed. It is, however, important to note that they were
published from different countries as indicated in Table 3.
Table 3
Top 10 Countries with the
Number of Documents and Number of Citations
|
No.
|
Country
|
Number
of Documents
|
Number
of Citations
|
|
1
|
United States
|
107
|
1410
|
|
2
|
United Kingdom
|
85
|
1854
|
|
3
|
Malaysia
|
57
|
451
|
|
4
|
India
|
50
|
443
|
|
5
|
China
|
45
|
531
|
|
6
|
Indonesia
|
41
|
82
|
|
7
|
Spain
|
38
|
242
|
|
8
|
Australia
|
37
|
867
|
|
9
|
Italy
|
30
|
276
|
|
10
|
Finland
|
21
|
296
|
Source:
Scopus, Author Calculation
Indonesia
was placed in the 6th position out of 10 countries with 41 articles and also
have a very minimal number of citations compared to other countries as
indicated in Table 3. Meanwhile, a previous study showed the importance of
comparing the success of studies conducted in line with the process used (Herawati, 2015) and this led to the analysis
of the contribution of these articles as indicated in Figure 5.
Figure 5.
Organizational Contribution to Social Media Marketing and Adoption
Source: Scopus, Author
Calculation
CONCLUSION
A critical analysis of the concepts of Social Media
Marketing and Adoption through systematic exploration showed that previous
studies were conducted on these topics including conference and workshop
proceedings. The findings showed that the research trend was increasing between
2012 and 2021 with the authors discovered to be using different methodologies
and disciplines. Moreover, the most productive academic articles were observed
to be focused on the interdisciplinary importance of these concepts. Finally,
interesting theories concerning new developments in this field were found,
specifically in relation to the development and utilization of social media as
a marketing channel. It is important to note that there was no correlation
between the author's citations and the provision of support for the adoption of
social media.
Bibliometrics analysis was used to retrieve 694 documents
Scopus database using "Social Media Marketing and Adoption" as the
keywords and later analyzed using the VosViewer tool. The findings showed that
there is a positive relationship between Asian and European countries in the
conduct of studies regarding these topics and this is considered important to
achieve changes. It is, therefore, recommended that studies related to these
topics need to be increased to enhance the tourism development in Indonesia
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BIBLIOMETRIC: SOCIAL MEDIA
MARKETING AND ADOPTION IN INDONESIA