Leveraging Social Media for SMEs: Findings from a Bibliometric Review

Alfonso Pellegrino () and Masato Abe
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Alfonso Pellegrino: Sasin School of Management, Chulalongkorn University, Sasa Patasala Building Soi Chula 12, Phyathai Road, Bangkok 10330, Thailand
Masato Abe: United Nations Multi-Country Office for Micronesia, Kolonia, Palikir 96941, Pohnpei, Micronesia

Sustainability, 2023, vol. 15, issue 8, 1-15

Abstract: This bibliometric review explores the role of social media in small- and medium-sized enterprises (SMEs) by examining the current literature and identifying research gaps. A comprehensive analysis of 293 Scopus-indexed journal articles published between 2007 and 2022 was conducted using VOSviewer software. The study’s objective is to understand the impact of social media on SMEs’ growth and development, with a focus on customer engagement, return on investment (ROI) metrics, and marketing strategies. The analysis uncovers three primary research clusters: (i) social media customer engagement, (ii) social media ROI metrics, and (iii) social media marketing strategies. These findings offer valuable insights for researchers and practitioners aiming to comprehend the existing knowledge landscape and inform future studies regarding the practical implementation of social media in SMEs.

Keywords: SME; social media; marketing strategy; customer engagement; ROI metrics; bibliometric review (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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