Small businesses use social media (SM) platforms as efficient tools for enhancing their consumer interactions. While there has been extensive research on the use of SM by micro, small and medium enterprises (MSMEs), an in-depth bibliometric analysis of the subject was missing. This bibliometric study aimed to explore the trends and patterns in the research on SM usage by MSMEs. A total of 994 articles published between 2004 and 2024 were examined. Performance analysis identified S. Y. Lee and Y. Sun as the most prolific authors, while Public Relations Review and Industrial Marketing Management emerged as the leading journals. The United States, United Kingdom and China contributed the highest number of publications, with Griffith University (Australia) ranking as the top institution in terms of research output. Scientific mapping techniques were used to delineate key themes, co-authorship networks, co-citations and the top 15 most influential references in this field. The analysis identified seven key research themes, including Twitter, innovation culture, inside sales performance, affordances, functional brand image, socialization-oriented SM and literature review. Additionally, results of prominent research articles in this domain over the last 10 years were synthesized to outline future research agendas. The value of this study lies in collating disparate data to help practitioners and policymakers understand how SM platforms improved the operational effectiveness of MSMEs. The results and implications of this study provided useful insights for both academicians and practitioners.
AhmadS. Z., AhmadN., & BakarA. R. A. (2018). Reflections of entrepreneurs of small and medium-sized enterprises concerning the adoption of social media and its impact on performance outcomes: Evidence from the UAE. Telematics and Informatics, 35(1), 6–17. https://doi.org/10.1016/j.tele.2017.09.006
2.
AhmadS. Z., Abu BakarA. R., & AhmadN. (2019). Social media adoption and its impact on firm performance: The case of the UAE. International Journal of Entrepreneurial Behavior & Research, 25(1), 84–111. https://doi.org/10.1108/IJEBR-08-2017-0299
3.
AininS., ParveenF., MoghavvemiS., JaafarN. I., & Mohd ShuibN. L. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), 570–588. https://doi.org/10.1108/IMDS-07-2014-0205
4.
Al-SurmiA., CaoG., & DuanY. (2020). The impact of aligning business, IT, and marketing strategies on firm performance. Industrial Marketing Management, 84, 39–49. https://doi.org/10.1016/j.indmarman.2019.04.002
5.
AnandaA. S., Hernández-GarcíaÁ., & LambertiL. (2017). SME fashion brands and social media marketing: From strategies to actions. International Journal of Web Based Communities, 13(4), 468–498. https://doi.org/10.1504/IJWBC.2017.089350
6.
Asma, & AfreenA. (2022). The antecedents of Instagram store purchase intention: Exploring the role of trust in social commerce. Vision. https://doi.org/10.1177/09722629221133887
7.
BauerC., & LasingerP. (2014). Adaptation strategies to increase advertisement effectiveness in digital media. Management Review Quarterly, 64, 101–124. https://doi.org/10.1007/s11301-014-0101-0
8.
BouwmanH., NikouS., & de ReuverM. (2019). Digitalization, business models, and SMEs: How do business model innovation practices improve performance of digitalizing SMEs?Telecommunications Policy, 43(9). https://doi.org/10.1016/j.telpol.2019.101828
9.
Braojos-GomezJ., Benitez-AmadoJ., & Llorens-MontesF. J. (2015). How do small firms learn to develop a social media competence?International Journal of Information Management, 35(4), 443–458. https://doi.org/10.1016/j.ijinfomgt.2015.04.003
10.
BritoR. P. D., LenzA. K., & PachecoM. G. M. (2022). Resilience building among small businesses in low-income neighborhoods. Journal of Small Business Management, 60(5), 1166–1201. https://doi.org/10.1080/00472778.2022.2041197
11.
BuyukbalciP., UrfaA. M., & CanE. (2024). A review on the internationalisation of emerging market SMEs. Management Review Quarterly, 1–32. https://doi.org/10.1007/s11301-023-00400-1
12.
CaputoA., & KarginaM. (2022). A user-friendly method to merge Scopus and Web of Science data during bibliometric analysis. Journal of Marketing Analytics, 10(1), 82–88. https://doi.org/10.1057/s41270-021-00142-7
13.
ChatterjeeS., & KarA. K. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53. https://doi.org/10.1016/j.ijinfomgt.2020.102103
14.
ChauhanR. (2023). Impact of social media usage on job performance and employee retention: Role of knowledge sharing and organizational commitment. Global Business and Organizational Excellence, 43(1), 19–34. https://doi.org/10.1002/joe.22185
15.
ChauhanR., & MehraP. (2023). Harry Potter and the OmniGlobe: Learning negotiation and communication styles in an immersive simulation environment. In HeggdeG. S., PatraS. K., PandaR. (Eds.), Immersive technology and experiences: Implications for business and society (pp. 211–233). Springer Nature. https://doi.org/10.1007/978-981-99-8834-1_12
16.
ChauhanR., & MehraP. (2024). Abstract or concrete language style? How chatbots of online travel agencies should apologise to customers. Asia Pacific Journal of Tourism Research, 1–15. https://doi.org/10.1080/10941665.2024.2437622
17.
ChenC. (2006). CiteSpace II: Detecting and visualizing emerging trends and transient patterns in scientific literature. Journal of the American Society for Information Science and Technology, 57(3), 359–377. https://doi.org/10.1002/asi.20317
18.
ChoiH. (2023). Effectuation processes of social media and student entrepreneurs in South Korea. Journal of Small Business Management, 61(6), 3077–3120. https://doi.org/10.1080/00472778.2021.1980218
19.
de MattosC. S., PellegriniG., HagelaarG., & DolfsmaW. (2023). Systematic literature review on technological transformation in SMEs: A transformation encompassing technology assimilation and business model innovation. Management Review Quarterly, 1–39. https://doi.org/10.1007/s11301-023-00327-7
20.
DonthuN., KumarS., MukherjeeD., PandeyN., & LimW. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070
21.
DrummondC., O’TooleT., & McGrathH. (2020). Digital engagement strategies and tactics in social media marketing. European Journal of Marketing, 54(6), 1247–1280. https://doi.org/10.1108/EJM-02-2019-0183
22.
EidR., AbdelmoetyZ., & AgagG. (2020). Antecedents and consequences of social media marketing use: An empirical study of the UK exporting B2B SMEs. Journal of Business & Industrial Marketing, 35(2), 284–305. https://doi.org/10.1108/JBIM-04-2018-0121
23.
ElikanD., & PigneurY. (2019). A visual tool for identity communication strategy. Journal of Small Business and Enterprise Development, 26(6/7), 831–854. https://doi.org/10.1108/JSBED-04-2019-0141
24.
EllerR., AlfordP., KallmünzerA., & PetersM. (2020). Antecedents, consequences, and challenges of small and medium-sized enterprise digitalization. Journal of Business Research, 112, 119–127. https://doi.org/10.1016/j.jbusres.2020.03.004
25.
FatimaN., & AliR. (2023). How businesswomen engage customers on social media?Spanish Journal of Marketing-ESIC, 27(2), 221–240. https://doi.org/10.1108/SJME-09-2021-0172
26.
FischerE., & ReuberA. R. (2011). Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior?Journal of Business Venturing, 26(1), 1–18. https://doi.org/10.1016/j.jbusvent.2010.09.002
27.
FraccastoroS., GabrielssonM., & PullinsE. B. (2021). The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs. International Business Review, 30(4), 101776. https://doi.org/10.1108/SJME-09-2021-0172
28.
GongC., & RibiereV. (2021). Developing a unified definition of digital transformation. Technovation, 102, 102217. https://doi.org/10.1080/09638180.2019.1708428
29.
HassanS., NadzimS. Z. A., & ShiratuddinN. (2015). Strategic use of social media for small business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, 262–269. https://doi.org/10.1016/j.sbspro.2015.01.363
30.
JadhavG. G., GaikwadS. V., & BapatD. (2023). A systematic literature review: Digital marketing and its impact on SMEs. Journal of Indian Business Research, 15(1), 76–91. https://doi.org/10.1108/JIBR-05-2022-0129
31.
JonesN., BorgmanR., & UlusoyE. (2015). Impact of social media on small businesses. Journal of Small Business and Enterprise Development, 22(4), 611–632. https://doi.org/10.1108/JSBED-09-2013-0133
32.
JungS. H., & JeongY. J. (2020). Twitter data analytical methodology development for prediction of start-up firms’ social media marketing level. Technology in Society, 63. https://doi.org/10.1016/j.techsoc.2020.101409
33.
KanthG., & PrasadR. S. R. (2023). A systematic literature review on social media marketing in small and medium enterprises. SEDME (Small Enterprises Development, Management & Extension Journal), 50(1), 80–95. https://doi.org/10.1108/JSBED-09-2013-0133
34.
KempE., Porter IIIM., AnazaN. A., & MinD.-J. (2021). The impact of storytelling in creating firm and customer connections in online environments. Journal of Research in Interactive Marketing, 15(1), 104–124. https://doi.org/10.1108/JRIM-06-2020-0136
35.
KimH. D., LeeI., & LeeC. K. (2013). Building web 2.0 enterprises: A study of small and medium enterprises in the United States. International Small Business Journal, 31(2), 156–174. https://doi.org/10.1177/0266242611409785
36.
KomodromosM. (2017). Social networking: How small organisations are using Facebook and Twitter in engaging customers. International Journal of Technology Marketing, 12(2), 142–150. https://doi.org/10.1504/IJTMKT.2017.083368
37.
KromidhaE., & RobsonP. J. (2021). The role of digital presence and investment network signals on the internationalisation of small firms. International Small Business Journal, 39(2), 109–129. https://doi.org/10.1177/0266242620958898
38.
KumarV., & NandaP. (2023). Social media marketing: Practices, opportunities and challenges for MSMEs. International Journal of Business Information Systems, 44(2), 268–284.
39.
KwonW. S., WooH., SadacharA., & HuangX. (2021). External pressure or internal culture? An innovation diffusion theory account of small retail businesses’ social media use. Journal of Retailing and Consumer Services, 62. https://doi.org/10.1016/j.jretconser.2021.102616
40.
MehraP., LavanyaG., & ChauhanR. (2024). Harry Potter and the artificially intelligent wand: Learning team communication in a simulation environment. Business and Professional Communication Quarterly, 27(1), 1–18. https://doi.org/10.1177/23294906231223602
41.
Mendes Da SilvaW., FelipeI., LealC. C., & AguiarM. O. (2024). How the tone of mass media news affects pledge amounts in reward crowdfunding campaigns. Journal of Small Business Management, 62(1), 254–282. https://doi.org/10.1080/00472778.2022.2041198
42.
MichaelidouN., SiamagkaN. T., & ChristodoulidesG. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7), 1153–1159. https://doi.org/10.1016/j.indmarman.2011.09.009
43.
MiniesyR., & FakhreldinH. (2023). The impact of entrepreneurs’ perceptions and social media usage on their intention to formalise their MSMEs in Egypt. Journal of Entrepreneurship and Public Policy. https://doi.org/10.1108/JEPP-04-2023-0037
44.
MisopoulosF., MiticM., KapoulasA., & KarapiperisC. (2014). Uncovering customer service experiences with Twitter: The case of airline industry. Management Decision, 52(4), 705–723. https://doi.org/10.1108/MD-03-2012-0235
45.
MoherD., LiberatiA., TetzlaffJ., & AltmanD. G., PRISMA Group. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. Annals of Internal Medicine, 151(4), 264–269. https://doi.org/10.7326/0003-4819-151-4-200908180-00135
46.
NadkarniS., & PrüglR. (2021). Digital transformation: A review, synthesis and opportunities for future research. Management Review Quarterly, 71, 233–341. https://doi.org/10.1007/s11301-020-00185-7
47.
NawiN. B. C., MamunA. A., HayatN., & MohiuddinM. (2022). Sustainable customer retention: A study on social media marketing activities, brand equity and smartphone purchase intention among generation Y. Vision. https://doi.org/10.1177/09722629221096793
48.
NawiN. C., MamunA. A., NasirN. A. M., & MuniadyR. (2019). Factors affecting the adoption of social media as a business platform: A study among student entrepreneurs in Malaysia. Vision, 23(1), 1–11. https://doi.org/10.1177/0972262918821200
49.
PandeyN., NayalP., & RathoreA. S. (2020). Digital marketing for B2B organizations: Structured literature review and future research directions. Journal of Business & Industrial Marketing, 35(7), 1191–1204. https://doi.org/10.1108/JBIM-06-2019-0283
50.
PerrigotR., KackerM., BassetG., & CliquetG. (2012). Antecedents of early adoption and use of social media networks for stakeholder communications: Evidence from franchising. Journal of Small Business Management, 50(4), 539–565. https://doi.org/10.1111/j.1540-627X.2012.00366.x
51.
RajkovicB., ĐurićI., ZarićV., & GlaubenT. (2021). Gaining trust in the digital age: The potential of social media for increasing the competitiveness of small and medium enterprises. Sustainability, 13(4), 1884. https://doi.org/10.3390/su13041884
52.
RitzW., WolfM., & McQuittyS. (2019). Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in Interactive Marketing, 13(2), 179–203. https://doi.org/10.1108/JRIM-04-2018-0062
53.
RodriguezM., PetersonR. M., & AjjanH. (2015). CRM/social media technology: Impact on customer orientation process and organizational sales performance. In Ideas in marketing: Finding the new and polishing the old: Proceedings of the 2013 academy of marketing science (AMS) annual conference (pp. 636–638). Springer International Publishing. https://doi.org/10.1007/978-3-319-10951-0_233
54.
SchauppL. C., & BélangerF. (2014). The value of social media for small businesses. Journal of Information Systems, 28(1), 187–207. https://doi.org/10.2308/isys-50674
55.
ScuottoV., Del GiudiceM., & CarayannisE. G. (2017). The effect of social networking sites and absorptive capacity on SMES’ innovation performance. The Journal of Technology Transfer, 42, 409–424. https://doi.org/10.1007/s10961-016-9517-0
56.
SedaloG., BoatengH., & KosibaJ. P. (2022). Exploring social media affordance in relationship marketing practices in SMEs. Digital Business, 2(1). https://doi.org/10.1016/j.digbus.2021.100017
57.
SharmaS., & TiwariV. (2024). Emotional intelligence in the field of business and management: A bibliometric analysis of the last two decades. Vision, 28(4), 419–435. https://doi.org/10.1177/09722629221132122
58.
SidhuL. S., & SainiR. (2022). The impact of social media on the pre-purchase of plurals. Vision. https://doi.org/10.1177/09722629221081913
59.
SinghB. (2022). Understanding the role of social media users’ self-presentation on social media marketing and brand loyalty relationship. Vision. https://doi.org/10.1177/09722629221131109
60.
SinhaM., & FukeyL. (2021). Factors affecting digital visibility of small and medium enterprises in India. Vision. https://doi.org/10.1177/09722629211060564
61.
Statista. (2023, November10). Number of internet and social media users worldwide as of October 2023. https://www.statista.com/statistics/617136/digital-population-worldwide/
62.
SyaifullahJ., SyaifudinM., SukendarM. U., & JunaediJ. (2021). Social media marketing and business performance of MSMEs during the COVID-19 pandemic. The Journal of Asian Finance, Economics and Business, 8(2), 523–531. https://doi.org.10.13106/jafeb.2021.vol8.no2.0523
63.
TiwaryN. K., KumarR. K., SarrafS., KumarP., & RanaN. P. (2021). Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward. Journal of Business Research, 131, 121–139. https://doi.org/10.1016/j.jbusres.2021.03.028
64.
TolstoyD., MelénHånellS., & ÖzbekN. (2023). Effectual market creation in the cross-border e-commerce of small-and medium-sized enterprises. International Small Business Journal, 41(1), 35–54. https://doi.org/10.1177/02662426211072999
65.
Ur RahmanR., Ali ShahS. M., El-GoharyH., AbbasM., Haider KhalilS., Al AltheebS., & SultanF. (2020). Social media adoption and financial sustainability: Learned lessons from developing countries. Sustainability, 12(24). https://doi.org/10.3390/su122410616
66.
VanninenH., MeroJ., & GlavasC. (2022). Harnessing social media business affordances for internationalisation: Multiple case study of small and medium-sized enterprises. International Journal of Export Marketing, 5(2), 141–162. https://doi.org/10.1504/IJEXPORTM.2022.128742
67.
VoorveldH. A. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14–26. https://doi.org/10.1080/00913367.2019.1588808
68.
WangW. Y., PauleenD. J., & ZhangT. (2016). How social media applications affect B2B communication and improve business performance in SMEs. Industrial Marketing Management, 54, 4–14. https://doi.org/10.1016/j.indmarman.2015.12.004
69.
WardatiN. K., & MahendrawathiE. R. (2019). The impact of social media usage on the sales process in small and medium, enterprises (SMEs): A systematic literature review. Procedia Computer Science, 161, 976–983. https://doi.org/10.1016/j.procs.2019.11.207
70.
ZhouJ., & CharoensukmongkolP. (2023). How social media use in B2B export selling contributes to sales performance: The media synchronicity theory perspective. International Journal of Business Communication, 23294884231176279. https://doi.org/10.1177/23294884231176279
71.
ZhouJ., & GeorgeJ. M. (2003). Awakening employee creativity: The role of leader emotional intelligence. The Leadership Quarterly, 14(4–5), 545–568. https://doi.org/10.1016/s1048-9843(03)00051-1
