The impact of social media on rural area: A bibliometric analysis

R. Saravanan; C. R. Sundara Rajan

doi:10.31893/multirev.2024057

Keywords:

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.
References
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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

[1] Berezan, O., Krishen, A., Agarwal, S., & Kachroo, P. (2017). The pursuit of virtual happiness: Exploring the social media experience across generations. Journal of Business Research, 89. https://doi.org/10.1016/j.jbusres.2017.11.038

[2] Bonilla, C., Merigo, J. M., & Torres-Abad, C. (2015). Economics in Latin America: a bibliometric analysis. Scientometrics, 105, 1239–1252. https://doi.org/10.1007/s11192-015-1747-7

[3] Buhalis, D., & Volchek, K. (2021). Bridging marketing theory and big data analytics: The taxonomy of marketing attribution. International Journal of Information Management, 56, 102253. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2020.102253

[4] Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.

[5] Crittenden, V. L., & Crittenden, W. F. (2015). Digital and Social Media Marketing in Business Education: Implications for Student Engagement. Journal of Marketing Education, 37(3), 131–132. https://doi.org/10.1177/0273475315588112

[6] Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.04.070

[7] Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2020.102168

[8] Dwivedi, Y., Kapoor, K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15, 289–309. https://doi.org/10.1362/146934715X14441363377999

[9] Fagerberg, J., Fosaas, M., & Sapprasert, K. (2012). Innovation: Exploring the Knowledge Base. Research Policy, 41, 1132–1153. https://doi.org/10.1016/j.respol.2012.03.008

[10] Gensler, S., Verhoef, P., & Böhm, M. (2012). Understanding consumers’ multichannel choices across the different stages of the buying process. Marketing Letters, 23. https://doi.org/10.1007/s11002-012-9199-9

[11] Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27, 242–256. https://doi.org/10.1016/j.intmar.2013.09.004

[12] Goyal, K., & Kumar, S. (2020). Financial Literacy: A Systematic Review and Bibliometric Analysis. International IJC, 45. https://doi.org/10.1111/ijcs.12605

[13] Grieco, E. (2020). Fast facts about the newspaper industry’s financial struggles as McClatchy files for bankruptcy. FactTank News in the Numbers. Retrieved from.

[14] Groff, D., Sun, A., Ssentongo, A., Ba, D., Parsons, N., Poudel, G., Lekoubou, A., Oh, J., Ericson, J., Ssentongo, P., & Chinchilli, V. (2021). Short-term and Long-term Rates of Postacute Sequelae of SARS-CoV-2 Infection: A Systematic Review. JAMA Network Open, 4, e2128568. https://doi.org/10.1001/jamanetworkopen.2021.28568

[15] Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. P. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90, 276–290. https://doi.org/https://doi.org/10.1016/j.indmarman.2020.07.022

[16] Hoffman, D., Novak, T., & Peralta, M. (1998). Building Consumer Trust in Online Environments: The Case for Information Privacy. Communications of the ACM, 42, 80–85.

[17] Iacobucci, D., Petrescu, M., Krishen, A., & Bendixen, M. (2019). The state of marketing analytics in research and practice. Journal of Marketing Analytics, 7. https://doi.org/10.1057/s41270-019-00059-2

[18] Jansen, J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter Power: Tweets as Electronic Word of Mouth. JASIST, 60, 2169–2188. https://doi.org/10.1002/asi.21149

[19] Kamal, H., Lee, K., Azmi, I., Aida, I., Alam, M., Rahman, M., & Mohd Ali, N. (2022). Impact of innovativeness, risk-taking, and proactiveness on export performance in a developing country: evidence of qualitative study. RAUSP Management Journal, 57. https://doi.org/10.1108/RAUSP-01-2021-0002

[20] Kaplan, A., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

[21] Kaplan, A. M. (2015). Social Media, the Digital Revolution, and the Business of Media. International Journal on Media Management, 17(4), 197–199. https://doi.org/10.1080/14241277.2015.1120014

[22] Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers, 20(3), 531–558. https://doi.org/10.1007/s10796-017-9810-y

[23] Krishen, A., Berezan, O., Agarwal, S., & Kachroo, P. (2016). The generation of virtual needs: Recipes for satisfaction in social media networking. Journal of Business Research, 69, 5248–5254. https://doi.org/10.1016/j.jbusres.2016.04.120

[24] Landstrom, H., Harirchi, G., & Astrom, F. (2012). Entrepreneurship: Exploring the Knowledge Base. Research Policy, 41. https://doi.org/10.1016/j.respol.2012.03.009

[25] Lewis, Randall A. and Rao, Justin M. and Reiley, David H. (2013). Measuring the Effects of Advertising: The Digital Frontier. NBER Working Paper No. W19520.

[26] Martínez-López, F., Merigo, J. M., Valenzuela, L., & Nicolas, C. (2018). Fifty years of the European Journal of Marketing : a bibliometric analysis. European Journal of Marketing, 52. https://doi.org/10.1108/EJM-11-2017-0853

[27] Merigo, J. M., & Yang, J. (2016). Accounting Research: A Bibliometric Analysis. Australian Accounting Review, 27. https://doi.org/10.1111/auar.12109

[28] Paul, J., & Criado, A. R. (2020). The art of writing literature review: What do we know and what do we need to know? International Business Review, 29(4), 101717. https://doi.org/https://doi.org/10.1016/j.ibusrev.2020.101717

[29] Peters, K., Chen, Y., Kaplan, A., Ognibeni, B., & Pauwels, K. (2013). Social Media Metrics — A Framework and Guidelines for Managing Social Media. Journal of Interactive Marketing, 27, 281–298. https://doi.org/10.1016/j.intmar.2013.09.007

[30] Petrescu, M., Krishen, A., & Bui, M. (2020). The internet of everything: implications of marketing analytics from a consumer policy perspective. Journal of Consumer Marketing, 37(6), 675–686. https://doi.org/10.1108/JCM-02-2019-3080

[31] Podsakoff, P., MacKenzie, S., Podsakoff, N., & Bachrach, D. (2008). Scholarly Influence in the Field of Management: A Bibliometric Analysis of the Determinants of University and Author Impact in the Management Literature in the Past Quarter Century. Journal of Management - J MANAGE, 34, 641–720. https://doi.org/10.1177/0149206308319533

[32] Ravi, S., & Rajasekaran, S. R. C. (2023). A Perspective of Digital Marketing in Rural Areas: a Literature Review. International Journal of Professional Business Review, 8(4), e01388. https://doi.org/10.26668/businessreview/2023.v8i4.1388

[33] Schubert, M. (2011). Finanzmarketing-Blog-Banking, Marketing & Social Media. http://www.matthias-schubert.com/

[34] Suominen, A., Seppänen, M., & Dedehayir, O. (2018). A bibliometric review on innovation systems and ecosystems: a research agenda. European Journal of Innovation Management, 22. https://doi.org/10.1108/EJIM-12-2017-0188

[35] Yang, Y., Yang, Y., Jansen, J., & Lalmas, M. (2017). Computational Advertising: A Paradigm Shift for Advertising and Marketing? IEEE Intelligent Systems, 32, 3–6. https://doi.org/10.1109/mis.2017.58

[36] Zupic, I., & Čater, T. (2015). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429–472. https://doi.org/10.1177/1094428114562629

Abstract

References

How to cite