Komunikasi Pemasaran: Studi Bibliometrik Dalam Penggunaan Teknologi Dan Media Sosial Untuk Pemasaran
DOI:
https://doi.org/10.37385/msej.v3i6.1339Keywords:
komunikasi pemasaran, media social, target pemasaran produkAbstract
Untuk mendapatkan pandangan yang komprehensif tentang komunikasi pemasaran dan memahami penekanan penelitian saat ini, penelitian ini mengevaluasi tema yang paling relevan terkait komunikasi pemasaran melalui analisis bibliometric menggunakan kata kunci “komunikasi pemasaran” sebagai input. Basis data Scopus digunakan karena dianggap ideal untuk dianalisis bibliometric. Perangkat lunak VOSviewer diadopsi sebagai alat analisis bibliometric untuk memvisualisasikan jaringan penulis, negara, jurnal, dan kata kunci. Analisis yang dilakukan pada 23 November 2022 menemukan total 1655 dokumen publikasi sejak tahun 2015 hingga 2022. Hasil penelitian menunjukkan bahwa selama tahun 2015 hingga 2022 jumlah publikasi mengalami peningkatan terkait tema komunikasi pemasaran. United State menjadi negara yang paling banyak menyumbangkan penelitian terkait komunikasi pemasaran. Analisis kata kunci menunjukkan studi komunikasi pemasaran dalam dua tahun terakhir ini mengacu pada pemasaran yang dilakukan melalui media social. Hal ini dianggap lebih efektif dalam mengiklankan produk mereka kepada konsumen dan juga bentuk memanfaatkan teknologi dalam komunikasi pemasaran. Analisis bibliometric yang disajikan memberikan informasi yang relevan tentang tema utama komunikasi pemasaran dan manfaat media social serta kemajuan teknologi.
Keyword: komunikasi pemasaran, media social, target pemasaran produk
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