Year: 2025
Type: article
Abstract: This study aims to conduct a bibliometric analysis of publications that include the terms social marketing and technology together. Social, environmental, and economic issues can impact society, commerce, and marketing. Nonetheless, emerging technology is evident in business practices across all sectors of life. Social marketing strategies are employed to address societal and global issues. Innovative technology is also favored in these applications. It is essential to ascertain the utilization of technology in social marketing. The studies in the Web of Science Core Collection database that utilize the phrases "social marketing and technology(s)" were examined for their prevalence in the literature, recurring themes, and relational networks. The 135 studies selected based on the search parameters were analyzed using Biblioshiny, an R software tool. Following "social marketing" and "technology," prominent keywords include "health promotion and health terminology," "gamification," "social marketing/health," "communication," "child/adolescent health," "audience/consumer," and "internet/electronic innovations." Health emerges as a prevalent issue. Information technology and green information technologies are prominent in the most referenced studies.
Source: PaperAsia
Institution: Burdur Mehmet Akif Ersoy Üniversitesi
Language: English
Subfield: Statistics, Probability and Uncertainty
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409210211