• Abstract

    The number of general retail visits has decreased worldwide due to the COVID-19 pandemic. Individuals who previously used social media for commercial transactions now choose e-commerce. Social media allows clients to voice their opinions during crises, boosting product visibility. This study investigates the use of bibliometric analysis to shape social media use in "rural areas" to better understand "social media" in these places. Scholarly articles on rural social media share these findings. Scopus was used to collect "social media" and "rural areas" data. Social media use in rural regions was examined in 119 publications. These articles were used to identify patterns and predict the future. Multiple social media and rural area articles were used to classify and examine distribution states to find key research advancements and divisions. This study explored rural social media use and related research gaps. Synthesizing the findings provides a solid framework for future research. This study examines marketing research, focusing on social media and rural locations. It also discusses the value of social media journals for businesses, developing research trends and future opportunities in rural social media organization, and identifying critical business performance indicators. Rural social media's purpose. The capability framework can help find new marketing research avenues.

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How to cite

Saravanan, R., & Rajan, C. R. S. (2024). The impact of social media on rural area: A bibliometric analysis. Multidisciplinary Reviews, 7(3), 2024057. https://doi.org/10.31893/multirev.2024057
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