Global Research Patterns in Social Media and Consumer Sustainability: A Comprehensive Bibliometric Analysis

This study presents a comprehensive bibliometric analysis of global research patterns in social media and consumer sustainability, examining institutional collaboration networks, publication trends, and thematic clusters across 500+ academic institutions worldwide.

We conducted a bibliometric analysis of 363 research articles using citation network clustering with the Walktrap algorithm. The analysis encompassed publication productivity metrics, institutional research distribution, co-authorship patterns, and thematic clustering based on citation networks. Data sources included major academic databases covering the period 2016-2020, with a focus on consumer research and sustainability domains.

The analysis reveals a rapidly growing research field with a 37.59% annual growth rate and high research impact (48.73 average citations per document). Kyung Hee University leads institutional productivity with 17 articles, followed by Swansea University (16 articles). European institutions demonstrate strong representation, while Asian research hubs show a significant presence. Twelve distinct research clusters were identified, with electronic word-of-mouth (eWOM) research dominating (113 documents), followed by consumer psychology and attitudes (29 documents) and social media innovation (38 documents). International collaboration is substantial (36.91% co-authorships), indicating robust global research networks.

The study is limited to publications within the specified timeframe and may not capture the most recent developments. Data normalization challenges exist due to variations in institutional naming conventions. Future research should explore longitudinal trends and expand geographic representation.

The findings provide strategic insights for academic institutions seeking research partnerships, identify emerging research opportunities in corporate sustainability communication and SME digital transformation, and reveal concentration patterns that can inform resource allocation decisions.

This comprehensive bibliometric analysis offers the first systematic examination of global institutional collaboration patterns in social media and sustainability research, providing valuable insights into research productivity distribution and thematic evolution in this rapidly growing field.