Branding in social media: A bibliometric Analyssi

To have a clearer insight into how branding has evolved over the past ten years (2012-2022) in social media, a comprehensive bibliographic analysis is conducted on selected papers in the journals included in Web of Science database on branding in social media. We employ the VOSViewer tool to complete our bibliographic analysis. VOSViewer is used for graphical representations of network maps. We will be using this tool to explore the co-occurrence of keywords in the branding area. This work provides a basis for the scope of strategic approaches to branding in social media by investigating the scope of research to find areas of opportunity for scholars. We expound on the existing scholarly re…