A bibliometric analysis was utilized in the study to incorporate current knowledge in the domain of social media and tourist behavior from 202 research papers published between 2012 and 2023. Scopus academic database was employed to collect the data. To recognize contributions from specific authors, sources and countries, the research conducted performance (recent trends), bibliometric analysis (bibliographic coupling, citation, co-citations, and co-word). Further, network analysis (thematic maps) was used to find out the emerging themes in the field of social media and tourist behavior providing major insights into past study in the topic and suggesting future research directions. The VOS viewer and R software were used for all analyses.
TopIntroduction
Since becoming one of the most effective online networking platforms, social media (SM) has been interwoven into “real-world social and economic life”. It can be defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content” (Kaplan and Haenlein, 2010, p.61). The concepts “social networking” and “social media” must be studied together (Sharma et al., 2023a; 2023b). A social networking site (SNs) is a platform, service, or website that focuses on enabling the creation of social networks or relationships between individuals who, for instance, have similar interests, hobbies, histories, or real-life connections (Saleem et al., 2022; 2023). Since Social networking is the process of using SM tools to connect and communicate directly with people you are already connected to or would like to be connected to. SM tools are thought of as tools or means of communication that allow one to communicate, reach, and impact a large group of people (Khan et al., 2023; Saleem et al., 2022; 2023). By combining IT Communications, socialization, and the creation of text, photographs, videos, and audio, SM has changed as the new means for persons to connect globally. It is not merely a new means to connect; it is a whole online world built on the inputs and interactions of members. In recent times, the expansion of SM has been phenomenal. SM which was coined in the late 1990s, has grown in popularity to the point that in 2020. SM has changed communication among businesses as well as customers by connecting everyone in previously inconceivable ways (Kietzmann et al., 2011). With the advancement of technology and availability of the internet, the number of people using social networking sites is rapidly increasing (Khan and Magd, 2023; 2021; Khan, 2023; Saleem et al., 2023). New avenues to socialize and participate are created by SNs such as Facebook and Twitter. Users can connect, communicate, and exchange information with one another using SM websites and applications. These sites let users customize their pages, follow similar interests, and communicate with others. Also, the new means to search and obtain knowledge about the huge variety of goods as well as services available have arisen as a consequence of the SM revolution. It has facilitated customers to contact and compare brands with each other in a quick and effortless manner (Powers et al., 2012). Random individuals in digital environments are quickly affecting consumer’s perceptions toward goods as well as services, which further influence the physical world sentiments (Naim and Khan, 2023; Kamal et al., 2022). Since marketers have limited control on the content, duration, or frequency of online conversations with clients, SM has given them a competitive advantage (Mangold and Faulds, 2009; Khan, 2023).