The Scientometric of Social Media Marketing Position in International Islamic Research

Document Type : Original Article

Authors

• Fatemeh Abolhasani targhi ¹
• Seyyed Hassan Hataminasab ²
• Mohammad Soltanifar ³

¹ Media Management, IAU of Yazd

² Department of Business Management, Islamic Azad University of Yazd, Yazd, Iran

³ department of communication sciences, IAU, scoence and research branch, Tehran, Iran

Abstract

Purpose: With the advent of the new research in the field of social media marketing (SMM) in recent years, this research was conducted with the purpose of examining the capabilities and functions of SMM in Islamic research and understanding the attitude and philosophy of that at the international level toward evaluating and measuring of quantitatively and qualitatively scientific texts and Providing a clear image of the approach and research trends in the field of SMM.
Methodology: The main approach used in this scientometric analyze is based on content analysis technique. Therefore, the online content analysis has used to evaluate the co-citation and co-occurrence of 12153 articles in the Web of Science (WOS) database in between 1972 and 2022.
Findings: Based on the obtained results, 68% of SMM research has been done in the last 50 years. Also, the finding showed that a very small (76 documents, less than 1%) of researches was either published in sources or conducted in Islamic countries. The contribution of Iranian researcher has been only one work.
Conclusion: Due to the identified gap in research, it is necessary to support the issue of SMM in international research and develop the attempt of Iranian researchers in the international fields. On the other hand, the development and promotion of international scientific publishers with Islamic nature and it is emphasize that these publications pay more attention to SMM.

Keywords

• Social Media Marketing (SMM)
• Islamic Research
• Scientometric

Main Subjects

• Islamic Marketing

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