Evaluation of Scientific outputs about Social Media Marketing in the field of Health and Hygiene based on the documents of the WoS
Subject Areas : Jounal of Marketing Management
Mehri Mahdikhani
1
,
Seyyed Hassan Hatami-nasab
2
*
,
Mohammad Reza Dehghani Ashkezari
3
,
S. Nayebzadeh
4
,
sayyed majid mirhosseini
5
1 - PhD Candidate of Business Management, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 - Assistant Professor of Marketing Management, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
3 - Assistant Professor of Entrepreneurship Management, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
4 - Professor of Marketing Management, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
5 - Assistant Professor of Public Administration, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
Keywords: Social media marketing, Scientometrics, Author’s Co-authorship, Country’s Co-authorship, Keywords Co-occurrence,
Abstract :
Purpose: The purpose of the current research is to analyze the scientific flow and to cluster the scientific outputs of social media marketing in the field of health based on the scientific documents indexed in the Web of Science (WoS) database.
Design/methodology/approach: The current research is applied and falls into the category of scientometric studies with a quantitative approach. The statistical population is all the documents indexed in the Web of Science database from the years 2009 to July 11, 2022, and there are 58 documents. Excel and Bibexcel software were used in data analysis, and VOSviewer network analysis software was used to draw scientific clusters.
Findings: The results showed that the scientific production of social media marketing in the field of health has been associated with growth in the years leading to 2022. In the authors' co-authorship network, the most active authors were from America, Flanders, Germany, etc., and the most scientific cooperation belonged to “Marie A. Bragg”. In the co-authored network of countries, the United States of America was announced as one of the most influential countries with the publication of 35 documents. In terms of co-occurrence, the most focus is on the keywords "Social Media", "Social Media Marketing", "Exposure", "Marketing", "health", "Facebook", "Online", "Public health", "Internet" and "care", which have bigger nodes and denser visualization than other words.
Originality/value: The maps showed that the studies have good network coherence. Content analysis of texts can help to understand better the currents of thought in the field of social media marketing in the health field and be helpful as a guide for future research.
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