Purpose

This paper aims to systematically find the main research differences and similarities between social media and social networks in marketing research using the bibliometric perspective and provides suggestions for firms to improve their marketing strategies effectively.

Design/methodology/approach

The methods of co-word analysis and network analysis have been used to analyze the two research fields of social media and social networks. Specifically, this study selects 2,424 articles from 27 marketing academic journals present in the database Web of Science, ranging from January 1, 1996 to August 8, 2020.

Findings

The results show that social networks and social media are both research hotspots within the discipline of marketing research. The different intimacy nodes of social networks are more complex than social media. Additionally, the research scope of social networks is broader than social media in marketing research as shown by the keyword co-occurrence analysis. The overlap between social media and social networks in marketing research is reflected in the strong focus on their mixed mutual effects.

Originality/value

This paper explores the differences and similarities between social networks and social media in marketing research from the bibliometric perspective and provides a developing trend of their research hotspots in social media and social networks marketing research by keyword co-occurrence analysis and cluster analysis. Additionally, this paper provides some suggestions for firms looking to improve the efficiency of their marketing strategies from social and economic perspectives.

中文翻译：

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营销研究中社交媒体和社交网络的比较：文献计量学观点

目的

本文旨在利用文献计量的视角系统地发现社交媒体和社交网络在营销研究中的主要研究差异和相似之处，并为企业有效改进营销策略提供建议。

设计/方法/方法

共词分析和网络分析的方法已被用于分析社交媒体和社交网络这两个研究领域。具体而言，本研究从 1996 年 1 月 1 日至 2020 年 8 月 8 日的 Web of Science 数据库中的 27 种营销学术期刊中选择了 2,424 篇文章。

发现

结果表明，社交网络和社交媒体都是营销研究学科内的研究热点。社交网络的不同亲密节点比社交媒体更复杂。此外，如关键词共现分析所示，社交网络的研究范围比营销研究中的社交媒体更广泛。营销研究中社交媒体和社交网络之间的重叠反映在对它们混合相互作用的强烈关注上。

原创性/价值

本文从文献计量学的角度探讨了社交网络和社交媒体在营销研究中的异同点，并通过关键词共现分析和聚类分析提供了社交媒体和社交网络营销研究中社交网络和社交媒体营销研究的发展趋势。此外，本文还为希望从社会和经济角度提高营销策略效率的公司提供了一些建议。