| dc.description.abstract | 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 research on branding in social media, offer a procedural overview of the VOSViewer tool, provide managerial implications of this work, discuss limitations, and recommend areas for future research | |
