NEW PARADIGM OF BRANDING IN SOCIAL MEDIA - A BIBLIOMETRIC ANALYSIS
The emergence of the topics like social media, brand awareness and brand engagement have given wide scope to study the developments, trends and scope in the field of social media and branding. The present study helps in analysing the work done in past in the field of Social media and branding. An individual will have a clear picture of the work done in the past 10 years.
Data of 1039 papers was collected from Scopus. ‘Branding’ and ‘social media’ were the keywords used to select the papers to work with. Papers analysed were 481 and VOS viewer a software tool was used to create and visualize maps based on network data.
It was found out that nowadays most brands use at least one social media platform to brand themselves. We discovered in the time period of year 2016- 2019 most brands have digitalised themselves. Social media branding influences buying behaviour, it was also found out that significance and need for social media by brands increased as companies required to differentiate themselves from competitors.
It shows that 2010-2014 was the period of evolution of social media, the nascent stage and in 2015-2019, number of people on social media have increased immensely and brands have realised benefits of social media
The starting of the decade was a nascent period for Social media branding with some new media platforms emerging and companies were trying to understand ways to connect with people. Later, numerous platforms and websites were available for branding with the reach of billions and with that ways of branding also changed, easy and efficacious ways are adopted by companies