Bibliometric analysis of the influence of social media marketing on consumer purchase intention.

Abstract

Social media marketing (SMM) has established itself as a highly dynamic topic in consumer behavior literature; however, academic output regarding its relationship with purchase intention remains concentrated in Asia with limited representation from Latin America. This study presents a bibliometric analysis of 63 articles from Web of Science (2016–2024), showing an annual growth rate of 44.49% and a peak of 19 publications in the year 2024. Research output is concentrated in India, China, and the United States, while Latin America is virtually absent. Co-citation analysis reveals three thematic clusters, and thematic mapping identifies trust, antecedents, and behavior as driving themes with eWOM and brand equity emerging as developing areas.