Research Hotspots and Development Trends in Social Media Marketing-A Visual Analysis Based on CiteSpace

DOI: https://doi.org/10.62517/jnme.202510610

Author(s)

Qijia Luo

Affiliation(s)

Chengdu Foreign Languages Institute, Chengdu, Sichuan, China

Abstract

This study employs the CiteSpace visualization tool to conduct a quantitative and visual analysis of social media marketing research literature from 2011 to 2025 within China National Knowledge Infrastructure (CNKI). By mapping knowledge networks, it precisely identifies core research hotspots in this field centered on short videos, key opinion leaders (KOLs), and user stickiness. It reveals the collaborative network patterns among core authors and major research institutions, clarifying the distribution of research strength. Furthermore, it predicts future development trends toward AI empowerment, immersive experiences, and deepening ethical governance, thereby providing a systematic reference for grasping academic dynamics and frontiers in this field.

Keywords

Social Media Marketing; CiteSpace; Research Hotspots; Knowledge Map; Development Trends

References

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