Scientometric Analysis of Social Media in Content Marketing

Social media, as an innovative and effective platform in digital marketing, plays a crucial role in the implementation of content strategies and enhancing interaction between brands and consumers. This study employs scientometric methods to analyze the conceptual structure, temporal trends, and geographical patterns of scientific research in this domain. For this purpose, 250 scholarly articles published between 2015 and 2025 were extracted using a logical combination of related keywords from the ScienceDirect database. After applying standard inclusion and exclusion criteria, the articles were analyzed. The data, in BibTeX and RIS formats, were transferred to the VOSviewer software for analysis, focusing on three aspects: keyword co-occurrence, conceptual clustering, and temporal analysis. The results showed that research has predominantly focused on areas such as content production and distribution, consumer interaction and experience, digital technologies, and brand strategies. Conceptual clustering highlighted the importance of strategies like brand value creation, content personalization, and brand authenticity in increasing consumer engagement. Furthermore, the temporal trend of concepts indicated a growing focus on emotional, participatory, and technology-driven approaches in recent years. The geographical analysis revealed the concentration of scientific production in developed countries and the challenges of scientific collaboration in developing nations. The findings of this study can contribute to the formulation of more effective content marketing strategies in the digital space and provide clearer guidance for future research in interdisciplinary fields of marketing, technology, and consumer behavior.