Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis

Abstract

Facebook, a form of digital marketing tool acts as a valuable element to reach out to the people or potential communities which aids in generating millions of revenues for businesses. Facebook Marketing has become one of the famous online marketing tools besides Google Advertisement. Many businesses ranging from Small Medium Enterprises (SME) to large scale corporations rely on Facebook Marketing because the results yielded are extensively and impeccably lucrative for these businesses. This study aims to provide an overview of literature on Facebook Marketing for the years ranging between 2006 and 2020by using bibliometric analysis of research productivity viewed through Scopus database.The analysis captured the most influential document and source types during this period. It also captured the most significant countries who contributed to the publications, the most productive authors and the most noticeable institutions involved with the related documents. The main method used was searching within the Scopus database,Visualisation of Similarities (VOSviewer) software and Harzing’s Perish software. The results of the analysis revealed that of the 1888 document source type, Journal is the preferred source type for publication with 66.21% (1250 sources). This is followed by Conference Proceeding with 21.21% (408 sources), Book Series covers 5.93% (112 sources), Book covers 5.24% (99 sources), and Trade Journal covers 1.01% (19 sources).