The Intellectual Structure of Social Media Marketing Research
A Bibliometric Analysis and Future Research Agenda
Abstract
The rapid growth of digital technologies and online platforms has significantly transformed marketing practices, leading to the increasing importance of social media marketing in contemporary business strategies. As scholarly interest in this field continues to expand, it becomes essential to understand the intellectual structure and thematic development of social media marketing research. This study aims to map the knowledge structure and identify key research themes within the social media marketing literature through a bibliometric analysis. Using data retrieved from the Scopus database, this research applies bibliographic coupling and network visualization techniques with the assistance of VOSviewer to analyze relationships among publications and identify major thematic clusters within the field. The findings reveal several interconnected research streams that highlight the role of social media in shaping digital marketing strategies, consumer engagement, brand relationships, and consumer decision-making processes. The results also demonstrate that social media marketing research is inherently multidisciplinary, integrating perspectives from marketing, digital communication, and business management. By mapping the intellectual structure of the field, this study contributes to a deeper understanding of the evolution of social media marketing research and provides a foundation for identifying emerging research directions and future research opportunities in digital marketing.
References
Abbas, E. A., Alubady, R., Sahi, A., Diykh, M., & Abdulla, S. (2025). The Influence Maximization in Complex Networks: Significant Trends, Leading Contributors, and Prospective Directions. Complexity, 2025(1). https://doi.org/10.1155/cplx/7605463
Abbas, S. M., Latif, M., & Sarwar, F. (2024). Digital Leadership and Innovative Work Behavior in IT Sector: The Mediating Role of Digital Entrepreneurial Orientation and Digital Organizational Culture. Employee Responsibilities and Rights Journal. https://doi.org/10.1007/s10672-024-09503-7
Ahmed, M., & Khan, M. I. (2023). Beyond the universal perception: Unveiling the paradoxical impact of ethical leadership on employees’ unethical pro-organizational behavior. Heliyon, 9(11), e21618. https://doi.org/https://doi.org/10.1016/j.heliyon.2023.e21618
Ahmed, M., Li, Y., Waqas, M., Sheraz, M., Jin, D., & Han, Z. (2018). A survey on socially aware device-to-device communications. IEEE Communications Surveys and Tutorials, 20(3), 2169–2197. https://doi.org/10.1109/COMST.2018.2820069
Ali, S., Cheng, F., Malik, F., & Siddique, N. (2025). Impacts Of Environmental Incentives On Sustainability: Research Progress, Hotspots, And Future Perspectives. Applied Ecology and Environmental Research, 23(4), 8149–8176. https://doi.org/10.15666/aeer/2304_81498176
Alshahrani, E. S., Aksoy, M. S., & Emam, A. (2025). Detection of Hate Speech and Offensive Language in Arabic Text: A Systematic Literature Review. Applied Computational Intelligence and Soft Computing, 2025(1). https://doi.org/10.1155/acis/5565888
Andersen, K. V, Mors, M. L., & Jeppesen, J. (2026). The downside of co-author success in scientific collaborations. Industry and Innovation, 33(2), 287–311. https://doi.org/10.1080/13662716.2025.2592924
Aravind, J., Lukose, A., Joseph, J., Bindhya, M. S., & Simon, B. (2025). Bibliometric Mapping of Social Media Banking: Analyzing Research Trends and Developments. Journal of Scientometric Research, 14(2), 493–509. https://doi.org/10.5530/jscires.20251462
Arora, S. D., & Chakraborty, A. (2021). Intellectual structure of consumer complaining behavior (CCB) research: A bibliometric analysis. Journal of Business Research, 122, 60–74. https://doi.org/10.1016/j.jbusres.2020.08.043
Banerjee, S., Jenamani, M., & Pratihar, D. K. (2020). A survey on influence maximization in a social network. Knowledge and Information Systems, 62(9), 3417–3455. https://doi.org/10.1007/s10115-020-01461-4
Beck, D., & Storopoli, J. (2021). Cities through the lens of Stakeholder Theory: A literature review. Cities, 118. https://doi.org/10.1016/j.cities.2021.103377
Behrend, J., & Eulerich, M. (2019). The evolution of internal audit research: a bibliometric analysis of published documents (1926–2016). Accounting History Review, 29(1), 103–139. https://doi.org/10.1080/21552851.2019.1606721
Bhardwaj, S., Chopra, R., Donthu, N., & Choudhary, P. (2025). Unraveling the Adverse Effects of Social Media on Teenagers: Current and Future Research Directions. Journal of Interactive Marketing, 60(4), 397–420. https://doi.org/10.1177/10949968241288483
Bhimani, H., Mention, A.-L., & Barlatier, P.-J. (2019). Social media and innovation: A systematic literature review and future research directions. Technological Forecasting and Social Change, 144, 251–269. https://doi.org/10.1016/j.techfore.2018.10.007
Bindu, N., Sankar, C. P., & Kumar, K. S. (2019). Research collaboration and knowledge sharing in e-governance: Temporal analysis of co-author network. Transforming Government: People, Process and Policy, 13(1), 2–33. https://doi.org/10.1108/TG-03-2018-0022
Brennecke, J., & Rank, O. (2017). The firm’s knowledge network and the transfer of advice among corporate inventors—A multilevel network study. Research Policy, 46(4), 768–783. https://doi.org/10.1016/j.respol.2017.02.002
Cao, X., Guo, X., Vogel, D., & Zhang, X. (2016). Exploring the influence of social media on employee work performance. Internet Research, 26(2), 529–545. https://doi.org/10.1108/IntR-11-2014-0299
Cao, X., Yu, H., Quan, Y., Qin, J., Zhao, Y., Yang, X., & Gao, S. (2024). An overview of environmental risk factors for type 2 diabetes research using network science tools. Digital Health, 10. https://doi.org/10.1177/20552076241271722
Cassart, P., Frei, A., Hauggaard-Nielsen, H., Kruse Rasmussen, H., Swartebroeckx, A., Froidmont, E., Stilmant, D., & Rossing, W. A. H. (2025). A heuristic framework to portray agroecological transition initiatives in reflexive arrangements, illustrated with a conservation agriculture network in Denmark. Ecology and Society, 30(2). https://doi.org/10.5751/ES-15770-300210
Chen, Z., & Gu, R. (2019). WeChat red envelops: Literature review and future research directions. In L. X., M. M., B. D., Z. Y., G. A., B. A., Z. W., Z. L., Y. Q., & W. Z. (Eds.), Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics): Vol. 11434 LNCS (pp. 53–66). Springer Verlag. https://doi.org/10.1007/978-3-030-17642-6_5
Cheng, C. C. J., & Krumwiede, D. (2018). Enhancing the performance of supplier involvement in new product development: the enabling roles of social media and firm capabilities: Supply Chain Management, 23(3), 171–187. https://doi.org/10.1108/SCM-07-2017-0230
Cotroneo, D., Natella, R., & Orbinato, V. (2026). Elevating Cyber Threat Intelligence against disinformation campaigns with LLM-based concept extraction and the FakeCTI dataset. Journal of Systems and Software, 232. https://doi.org/10.1016/j.jss.2025.112660
Dahesh, M. B., Tabarsa, G., Zandieh, M., & Hamidizadeh, M. (2020). Reviewing the intellectual structure and evolution of the innovation systems approach: A social network analysis. Technology in Society, 63. https://doi.org/10.1016/j.techsoc.2020.101399
Das, T. C., Shandilya, S., & Barman, M. (2025). Bibliometric Analysis and Systematic Review of Social Media Marketing Research Trends, Identifying Thematic Clusters and Emerging Trends. International Journal of Accounting and Economics Studies, 12(5), 805–819. https://doi.org/10.14419/9zky1417
Donthu, N., Kumar, S., Pattnaik, D., & Lim, W. M. (2021). A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing. Psychology and Marketing, 38(5), 834–865. https://doi.org/10.1002/mar.21472
Faraoni, N., Luque-Martínez, T., & Doña-Toledo, L. (2025). A bibliometric analysis to reveal the drivers of university reputation. Journal of Marketing for Higher Education, 35(3), 621–645. https://doi.org/10.1080/08841241.2023.2242804
García-Lillo, F., Claver-Cortés, E., Marco-Lajara, B., & Úbeda-García, M. (2017). Mapping the Intellectual Structure of Research on ‘Born Global’ Firms and INVs: A Citation/Co-citation Analysis. Management International Review, 57(4), 631–652. https://doi.org/10.1007/s11575-016-0308-5
García-Lillo, F., Úbeda-García, M., & Marco-Lajara, B. (2016). The intellectual structure of research in hospitality management: A literature review using bibliometric methods of the journal International Journal of Hospitality Management. International Journal of Hospitality Management, 52, 121–130. https://doi.org/10.1016/j.ijhm.2015.10.007
García-Lillo, F., Úbeda-García, M., & Marco-Lajara, B. (2017). The intellectual structure of human resource management research: a bibliometric study of the international journal of human resource management, 2000–2012. International Journal of Human Resource Management, 28(13), 1786–1815. https://doi.org/10.1080/09585192.2015.1128461
García Lozano, M., Brynielsson, J., Franke, U., Rosell, M., Tjörnhammar, E., Varga, S., & Vlassov, V. (2020). Veracity assessment of online data. Decision Support Systems, 129. https://doi.org/10.1016/j.dss.2019.113132
Giraldo, L. F. G., Bermeo-Giraldo, M. C., Zuluaga, C. G., Ochoa, J. A. V, Valencia-Arias, A., Arias, J. V, Pizzarello, M. A. S., & Arango, D. A. G. (2025). Research Trends In Marketing In The Curriculum: A Bibliometric Approach And Systematic Literature Review. TPM - Testing, Psychometrics, Methodology in Applied Psychology, 32(S4), 601–622. https://www.scopus.com/inward/record.uri?eid=2-s2.0-105014367599&partnerID=40&md5=fe492aeb5429dbc901d8125d1591c9f6
Goel, R., & Singla, J. (2026). Well-being of remote workers in work-from-home settings: a bibliometric perspective. Journal of Organizational Effectiveness, 13(2), 366–388. https://doi.org/10.1108/JOEPP-07-2024-0344
Grigoriou, K., & Rothaermel, F. T. (2017). Organizing for knowledge generation: internal knowledge networks and the contingent effect of external knowledge sourcing. Strategic Management Journal, 38(2), 395–414. https://doi.org/10.1002/smj.2489
Guan, J., & Liu, N. (2016). Exploitative and exploratory innovations in knowledge network and collaboration network: A patent analysis in the technological field of nano-energy. Research Policy, 45(1), 97–112. https://doi.org/10.1016/j.respol.2015.08.002
Guo, B., Ding, Y., Yao, L., Liang, Y., & Yu, Z. (2021). The Future of False Information Detection on Social Media: New Perspectives and Trends. ACM Computing Surveys, 53(4). https://doi.org/10.1145/3393880
Hermans, F., Sartas, M., Van Schagen, B., Van Asten, P., & Schut, M. (2017). Social network analysis of multi-stakeholder platforms in agricultural research for development: Opportunities and constraints for innovation and scaling. PLoS ONE, 12(2). https://doi.org/10.1371/journal.pone.0169634
Hota, P. K., Subramanian, B., & Narayanamurthy, G. (2020). Mapping the Intellectual Structure of Social Entrepreneurship Research: A Citation/Co-citation Analysis. Journal of Business Ethics, 166(1), 89–114. https://doi.org/10.1007/s10551-019-04129-4
Isawasan, P., Tariq, R., Zolkepli, I. A., & Shamugam, L. (2025). Exploring Scholarly Trends in Social Media Research Involving Older Adults Through Bibliometric Analysis and Topic Modeling. Ageing International, 50(3). https://doi.org/10.1007/s12126-025-09614-y
Keikha, M. M., Rahgozar, M., Asadpour, M., & Abdollahi, M. F. (2020). Influence maximization across heterogeneous interconnected networks based on deep learning. Expert Systems with Applications, 140. https://doi.org/10.1016/j.eswa.2019.112905
Keramatfar, A., & Amirkhani, H. (2019). Bibliometrics of sentiment analysis literature. Journal of Information Science, 45(1), 3–15. https://doi.org/10.1177/0165551518761013
Khan, S. A., Sharma, P. P., & Thoudam, P. (2019). Role of attitude and entrepreneurship education towards entrepreneurial orientation among business students of Bhutan. International Journal of Recent Technology and Engineering, 8(3 Special Issue), 335–342. https://doi.org/10.35940/ijrte.C1072.1083S19
Koçak, M., & Akçalı, Z. (2025). The published role of artificial intelligence in drug discovery and development: a bibliometric and social network analysis from 1990 to 2023. Journal of Cheminformatics, 17(1). https://doi.org/10.1186/s13321-025-00988-4
Koseoglu, M. A. (2016). Growth and structure of authorship and co-authorship network in the strategic management realm: Evidence from the Strategic Management Journal. BRQ Business Research Quarterly, 19(3), 153–170. https://doi.org/10.1016/j.brq.2016.02.001
Köseoglu, M. A., Ross, G., & Okumus, F. (2016). Competitive intelligence practices in hotels. International Journal of Hospitality Management, 53, 161–172. https://doi.org/10.1016/j.ijhm.2015.11.002
Kukreja, D., Gupta, S., Patel, D., & Rai, J. N. (2026). Scientometric review of Web 3.0. Journal of Information Science, 52(1), 186–213. https://doi.org/10.1177/01655515231182073
Laingoen, O., Jones, C. H., Williams, S., Apidechkul, T., & Bishop, S. (2026). Negotiating risk and resilience: HIV prevention practices among hill tribe communities in northern Thailand. Health and Place, 97. https://doi.org/10.1016/j.healthplace.2025.103592
Lee, G., Sawadogo-Compaoré, E. M. F. W., Ikazaki, K., & Muraoka, R. (2026). The Adoption and Dissemination of Soil Conservation Technologies Among Sorghum Farmers in Burkina Faso: Perspectives on Innovation, Network, and Risk Aversion. Land Degradation and Development, 37(2), 704–719. https://doi.org/10.1002/ldr.70136
Leković, M., Dimitrovski, D., & Stanišić, T. (2024). A contemporary social network analysis of sharing economy literature. Acta Oeconomica, 74(1), 121–143. https://doi.org/10.1556/032.2024.00006
Li, C. (2018). Evaluation of the financial and economic development of the european union member states on basis of multiple indicators changed to multiple objectives. E a M: Ekonomie a Management, 21(4), 19–32. https://doi.org/10.15240/tul/001/2018-4-002
Li, D., Hashim, H., & Sulaiman, N. A. (2025). Trends, Hotspots and Future Prospects: The Evolution of Teachers’ Roles in Educational Settings: A Bibliometric Analysis (2005-2025). International Journal of Learning, Teaching and Educational Research, 24(9), 361–383. https://doi.org/10.26803/ijlter.24.9.18
Li, P., Menon, M., & Liu, Z. (2019). Green innovation under uncertainty - A dynamic perspective. International Journal of Services, Economics and Management, 10(1), 68–88. https://doi.org/10.1504/IJSEM.2019.098939
Li, S., Chen, R., & Zhou, W. (2026). The effect of innovation networks on urban energy intensity: Evidence from China. Energy Sources, Part B: Economics, Planning and Policy, 21(1). https://doi.org/10.1080/15567249.2026.2629841
Liu, C., Zhu, L., Yuan, Y., Chen, X., & Liu, J. (2025). A bibliometric review of abusive supervision. Human Resource Management Review, 35(3). https://doi.org/10.1016/j.hrmr.2025.101091
Liu, T., Zou, H., & Zou, H. (2026). Hotspots and Trends in the Application of Artificial Intelligence in Spine Medicine from 2005 to 2024: A Bibliometric and Visualization Analysis. Indian Journal of Orthopaedics, 60(2), 473–485. https://doi.org/10.1007/s43465-025-01585-1
Ma, Y., & Zhu, E. (2025). How network characteristics drive multi-layer innovation networks to achieve boundary-spanning convergence. Technology in Society, 83. https://doi.org/10.1016/j.techsoc.2025.103048
Mariani, M., & Borghi, M. (2019). Industry 4.0: A bibliometric review of its managerial intellectual structure and potential evolution in the service industries. Technological Forecasting and Social Change, 149. https://doi.org/10.1016/j.techfore.2019.119752
Marin-Rodriguez, W., Andrade-Girón, D., Lioo-Jordán, F., Zúñiga-Rojas, M., & Susanibar-Ramírez, E. (2025). Strategic communication: Analysis of its research trends. Iberoamerican Journal of Science Measurement and Communication, 5(4). https://doi.org/10.47909/ijsmc.270
Nagvanshi, S., & Kumar, V. (2026). A bibliometric analysis of social media advertising research: Mapping prominent trends. Multidisciplinary Reviews, 9(6). https://doi.org/10.31893/multirev.2026279
Nam, B. H., Bai, Q., English, A. S., & Kulich, S. J. (2025). Meta-autoethnography as a co-constructive descriptive and narrative methodology: Post-pandemic responses to new research agendas in intercultural relations. International Journal of Intercultural Relations, 105. https://doi.org/10.1016/j.ijintrel.2025.102144
Nanjundappa, P. G., & Naganna, K. (2024). Insights of learning approach towards determination of potentially objectional communication in social networking. IAES International Journal of Artificial Intelligence, 13(3), 2506–2513. https://doi.org/10.11591/ijai.v13.i3.pp2506-2513
Nannelli, M., Capone, F., & Lazzeretti, L. (2023). Artificial intelligence in hospitality and tourism. State of the art and future research avenues. European Planning Studies, 31(7), 1325–1344. https://doi.org/10.1080/09654313.2023.2180321
Nekkanti, M. R., & Datti, R. S. (2025). Exploring the Key Aspects of Psychology on Social Networking Sites: A Bibliometric Analysis. Fudan Journal of the Humanities and Social Sciences, 18(3), 425–451. https://doi.org/10.1007/s40647-024-00432-1
Nguyen, N. D., Trang, N. T. M., & Shultz, C. J. (2018). Diffusing market orientation to drive marketing capital: evidence from Vietnam. Journal of Strategic Marketing, 26(6), 520–531. https://doi.org/10.1080/0965254X.2017.1318941
Parker, A., Waldstrøm, C., & Tasselli, S. (2025). The effect of perceptions of exploration and exploitation work activities on dynamic organizational knowledge networks. Social Networks, 82, 201–212. https://doi.org/10.1016/j.socnet.2025.04.004
Qadeer, A., & Bouri, E. (2026). Analysis of intellectual and thematic progress of the Journal of Environmental Management – Section V: Environmental Policy, Economics, and Social Science. Journal of Environmental Management, 397. https://doi.org/10.1016/j.jenvman.2025.128022
Raman, R., Alka, T. A., Suresh, M., & Nedungadi, P. (2025). Social entrepreneurship and sustainable technologies: Impact on communities, social innovation, and inclusive development. Sustainable Technology and Entrepreneurship, 4(3), 100110. https://doi.org/https://doi.org/10.1016/j.stae.2025.100110
Raman, R., Lathabhai, H., Pattnaik, D., Kumar, C., & Nedungadi, P. (2024). Research contribution of bibliometric studies related to sustainable development goals and sustainability. Discover Sustainability, 5(1). https://doi.org/10.1007/s43621-024-00182-w
Rhizlane, S., Abyre, A., & Abdelmajid, C. (2026). Mapping research on the influence of social networks on tourist destination image. Trends and future directions (2015-2024). Multidisciplinary Science Journal, 8(5). https://doi.org/10.31893/multiscience.2026307
Saeed, Z., Abbasi, R. A., Maqbool, O., Sadaf, A., Razzak, I., Daud, A., Aljohani, N. R., & Xu, G. (2019). What’s Happening Around the World? A Survey and Framework on Event Detection Techniques on Twitter. Journal of Grid Computing, 17(2), 279–312. https://doi.org/10.1007/s10723-019-09482-2
Saint Ville, A. S., Hickey, G. M., Locher, U., & Phillip, L. E. (2016). Exploring the role of social capital in influencing knowledge flows and innovation in smallholder farming communities in the Caribbean. Food Security, 8(3), 535–549. https://doi.org/10.1007/s12571-016-0581-y
Sasidharan, S. (2026). Friends, foes, and cliques: the impact of social ties on enterprise system adaptation. Enterprise Information Systems. https://doi.org/10.1080/17517575.2026.2629559
Sassu, R. (2025). Media Use: A Developmental Perspective Using the Bibliometric Approach. Studies in Business and Economics, 20(3), 204–226. https://doi.org/10.2478/sbe-2025-0051
Satrevics, V., Gobniece, Z., & Us, Y. (2025). Meta-Analysis of the Concept of Brand Humanisation in Higher Education. Economics and Culture, 22(2), 53–69. https://doi.org/10.2478/jec-2025-0020
Shaharudin, M. S., Fernando, Y., Chiappetta Jabbour, C. J., Sroufe, R., & Jasmi, M. F. A. (2019). Past, present, and future low carbon supply chain management: A content review using social network analysis. Journal of Cleaner Production, 218, 629–643. https://doi.org/10.1016/j.jclepro.2019.02.016
Shen, L., Xiong, B., Li, W., Lan, F., Evans, R., & Zhang, W. (2018). Visualizing collaboration characteristics and topic burst on international mobile health research: Bibliometric analysis. JMIR MHealth and UHealth, 6(6). https://doi.org/10.2196/mhealth.9581
Sheth, A., Padhee, S., & Gyrard, A. (2019). Knowledge Graphs and Knowledge Networks: The Story in Brief. IEEE Internet Computing, 23(4), 67–75. https://doi.org/10.1109/MIC.2019.2928449
Sjoraida, D. F. (2025). Contemporary Trends in Political Communication and Public Relations: A Global Bibliometric Analysis of Research Patterns in Political Discourse (2020-2024). Studies in Media and Communication, 13(3), 148–156. https://doi.org/10.11114/smc.v13i3.7602
Šmite, D., Moe, N. B., Šāblis, A., & Wohlin, C. (2017). Software teams and their knowledge networks in large-scale software development. Information and Software Technology, 86, 71–86. https://doi.org/10.1016/j.infsof.2017.01.003
Stuck, J., Broekel, T., & Revilla Diez, J. (2016). Network Structures in Regional Innovation Systems. European Planning Studies, 24(3), 423–442. https://doi.org/10.1080/09654313.2015.1074984
Tomás-Miquel, J.-V., Bărbulescu, O., Expósito-Langa, M., & Fotă-Dochia, A.-E. (2026). Bridging knowledge gaps in uneven cluster networks: the role of shared vision in leading firms. European Planning Studies, 34(3), 539–565. https://doi.org/10.1080/09654313.2025.2591709
Trinidad, M., Ruiz, M., & Calderon, A. (2021). A Bibliometric Analysis of Gamification Research. IEEE Access, 9, 46505–46544. https://doi.org/10.1109/ACCESS.2021.3063986
Valdiviezo Sir, V. M., Hinojosa Salazar, C. A., Paco, E. G., Remuzgo Huamán, S. E., & Perez Chichipe, M. D. (2024). Research Trends on Digital Marketing Strategies and Student Satisfaction in Higher Education: A Bibliometric Analysis. Journal of Ecohumanism, 3(3), 1587–1597. https://doi.org/10.62754/joe.v3i3.3333
Wang, C.-H., & Chen, K.-L. (2018). Do Relationships have a Dark Side for Innovation Performance in the High-Tech Industry? International Journal of Innovation and Technology Management, 15(2). https://doi.org/10.1142/S0219877018500189
Wang, F., Zhao, J., Chi, M., & Li, Y. (2017). Collaborative innovation capability in IT-enabled inter-firm collaboration. Industrial Management and Data Systems, 117(10), 2364–2380. https://doi.org/10.1108/IMDS-09-2016-0392
Wang, H., Deng, S., & Su, X. (2016). A study on construction and analysis of discipline knowledge structure of Chinese LIS based on CSSCI. Scientometrics, 109(3), 1725–1759. https://doi.org/10.1007/s11192-016-2146-4
Wang, T., Zhu, Y., Ye, P., Gong, W., Lu, H., Mo, H., & Wang, F.-Y. (2024). A New Perspective for Computational Social Systems: Fuzzy Modeling and Reasoning for Social Computing in CPSS. IEEE Transactions on Computational Social Systems, 11(1), 101–116. https://doi.org/10.1109/TCSS.2022.3197421
Wang, X., Wang, G., Zhao, Y., & Schrock, W. A. (2024). The Intellectual Structure of Sales Ethics Research: A Multi-method Bibliometric Analysis. Journal of Business Ethics, 193(1), 133–157. https://doi.org/10.1007/s10551-023-05466-1
Wang, Y., Wang, G., & Chen, G. (2025). Network externalities of the innovation network in China’s five urban agglomerations: based on “buzz-and-pipeline” theory. Humanities and Social Sciences Communications, 12(1). https://doi.org/10.1057/s41599-025-05191-2
Wu, C.-W. (2016). The performance impact of social media in the chain store industry. Journal of Business Research, 69(11), 5310–5316. https://doi.org/10.1016/j.jbusres.2016.04.130
Wu, R., & Lee, J.-H. (2016). The effects of repurchase intention by social commerce traits and consumer’s traits in China. Journal of Distribution Science, 14(5), 97–106. https://doi.org/10.15722/jds.14.5.201605.97
Yu, S., Chen, X., Zhou, Z., Gong, X., & Wu, D. (2021). When Deep Reinforcement Learning Meets Federated Learning: Intelligent Multitimescale Resource Management for Multiaccess Edge Computing in 5G Ultradense Network. IEEE Internet of Things Journal, 8(4), 2238–2251. https://doi.org/10.1109/JIOT.2020.3026589
Zaidi, A. A., & Chandra, R. (2024). The challenges to circular economy in the Indian apparel industry: a qualitative study. Research Journal of Textile and Apparel. https://doi.org/10.1108/RJTA-09-2023-0105
Zandi Nasab, M., Khanlari, A., & Farjami, M. (2026). Bibliometric analysis and literature review of viral marketing. New Review of Hypermedia and Multimedia, 32(1), 1–33. https://doi.org/10.1080/13614568.2025.2595320
Zeng, H., Sheng, Y., & Zhu, J. (2025). Companion Robots Supporting the Emotional Needs of the Elderly: Research Trends and Future Directions. Information (Switzerland), 16(11). https://doi.org/10.3390/info16110948
Zhang, J. A., & Walton, S. (2017). Eco-innovation and business performance: the moderating effects of environmental orientation and resource commitment in green-oriented SMEs. R and D Management, 47(5), E26–E39. https://doi.org/10.1111/radm.12241
Copyright (c) 2026 Shahri Abu Seman
This work is licensed under a Creative Commons Attribution 4.0 International License.
In submitting the manuscript to the International Journal of Educational Administration, Management, and Leadership (IJEAMaL), the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere,
- The publication has been approved by the author(s) and by responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
License and Copyright Agreement
Authors who publish with the International Journal of Educational Administration, Management, and Leadership (IJEAMaL) agree to the following terms:
- Authors retain copyright and grant the International Journal of Educational Administration, Management, and Leadership (IJEAMaL) right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the International Journal of Educational Administration, Management, and Leadership (IJEAMaL) published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
.jpg)
.jpg)
.jpg)
.jpg)
.jpg)
.jpg)
