Social media research: We are publishing more but with weak influence.

ABSTRACT: The purpose of this paper is to address the chasm between academic research on social media as an expanding academic discipline and at the same time a growing marketing function. A bibliometric analysis indicated the evolution of academic research on social media. The results of a survey of 280 social media practitioners shed the light on the gap between academic social media research and the practice of professionals. A qualitative study also offered novel insights and recommendations for future developments in academic research on social media. The findings of this paper showed that academic research on social media is growing in terms of the number of publications but is struggling in three areas: visibility, relevance, and influence on practitioners. This study contributes to the body

SUBMITTER: Elhajjar S 

PROVIDER: S-EPMC10852228 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature