REVIEW ARTICLE

Published Online: January 3, 2024

https://doi.org/10.31893/multirev.2024057

The impact of social media on rural area: A

bibliometric analysis
R. Saravanana |C. R. Sundara Rajana
aVellore Institute of Technology, VIT Business School, Vellore, Tamil Nadu, India.

Abstract: The number of general retail visits has decreased worldwide due to the COVID-19 pandemic. Individuals who
previously used social media for commercial transactions now choose e-commerce. Social media allows clients to voice
their opinions during crises, boosting product visibility. This study investigates the use of bibliometric analysis to shape
social media use in "rural areas" to better understand "social media" in these places. Scholarly articles on rural social
media share these findings. Scopus was used to collect "social media" and "rural areas" data. Social media use in rural
regions was examined in 119 publications. These articles were used to identify patterns and predict the future. Multiple
social media and rural area articles were used to classify and examine distribution states to find key research
advancements and divisions. This study explored rural social media use and related research gaps. Synthesizing the
findings provides a solid framework for future research. This study examines marketing research, focusing on social
media and rural locations. It also discusses the value of social media journals for businesses, developing research trends
and future opportunities in rural social media organization, and identifying critical business performance indicators. Rural
social media's purpose. The capability framework can help find new marketing research avenues.
Keywords: social media, marketing, rural areas, digital marketing, bibliometric

1. Introduction
Digital technology encompasses any techniques, devices, systems, or resources that facilitate the generation, storage,
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encompasses several educational approaches that utilize technology.
The advent of digital technologies has significantly transformed the approach to marketing across several academic
disciplines and at advanced educational levels. The advent of the twenty-first century has led to a significant transformation
in the manner in which individuals engage with and receive messages owing to the pervasive influence of social media and
digital marketing (Crittenden & Crittenden, 2015). In the past twenty years, the field of digital marketing (DM) has
significantly altered the landscape of global marketing. The utilization of digital marketing technologies and tools has the
potential to enhance traditional marketing strategies more successfully, as the pervasive influence of digitalization becomes
increasingly prominent. Digital marketing tools are often regarded as highly effective means of engaging with clients and
attracting their attention (Ravi & Rajasekaran, 2023). This transformation has been achieved through the adoption of metric
driven approaches emphasizing objectivity, relationship building, and interactivity. Various electronic media and tools
including social media platforms, television and radio channels, SMS messaging, email communication, search engines, and
websites, have played pivotal role in facilitating these advancements. The incorporation of innovative technologies and
methodologies in the realm of digital advertising and marketing has yielded several advantages, including enhanced
convenience, expanded outreach, improved cost efficiency, and the ability to overcome spatial and temporal limitations.
Digital marketing encompasses the utilization of various technological advancements, such as artificial intelligence (AI) and
the Internet of Things (IoT), to effectively attain marketing objectives in both consumer-to-consumer and business-to-
consumer contexts(Buhalis & Volchek, 2021; Chaffey & Ellis-Chadwick, 2019; Dwivedi et al., 2021; Herhausen et al., 2020;
Petrescu et al., 2020). Digital marketing platforms built upon retail platforms such as Amazon, iTunes, Flipkart, and
Booking.com, as well as social media marketing communities such as YouTube, Instagram, Twitter, Facebook, and LinkedIn ,
serve as complementary and alternative approaches to traditional marketing strategies (Dwivedi et al., 2015; Gensler et al.,
2012; Gensler et al., 2013; Kapoor et al., 2018).
In marketing activities, social media tools are regarded as channels through which individuals establish connections
and exchange information and/or opinions (Kaplan, 2015). The distinctive attributes of these organisms include their dynamic
nature, interconnectedness, egalitarianism, and interactive behavior (Peters et al., 2013). Social media has brought about
three significant transformations in the marketplace. Social media platforms facilitate the establishment of connections
between companies and consumers in manners that were previously unavailable. The facilitation of social connections is

Multidiscip. Rev. (2024) 7:e2024057 Received: October 31, 2023 | Accepted: December 20, 2023
Saravanan and Rajan (2024) 2

facilitated by a multitude of platforms, including but not limited to social networking sites (e.g., Facebook), microblogging
sites (e.g., Twitter), and content communities (e.g., YouTube). These platforms enable the formation of social networks based
on shared interests and values (Kaplan & Haenlein, 2010). Hence, a comprehensive definition encompasses the entirety of
the following elements as they pertain to the present study: Many viewpoints about customer-focused marketing (Yang et
al., 2017) decision-making and customer relationship management (CRM) (Lewis et al., 2013) social interactions and media
(Berezan et al., 2017; Krishen et al., 2016), Business marketing for events, advertising for destinations, online promotional
material marketing, electronic word of mouth (eWOM), and digital advertising analytics are all illustrative examples of
corporate event marketing (Lacobucci et al., 2019), online sentiment analysis (Schubert, 2011) and virtual marketing
communities (Jansen et al., 2009).
Therefore, the main objective of this study is to critically examine the existing body of literature pertaining to the
utilization and impact of social media platforms within rural regions. The study of social media in rural areas was performed
through the utilization of publications sourced from the Scopus database. The primary objective of this bibliometric analysis
report is to gain a comprehensive understanding of the subject matter. This will involve identifying significant researchers
and institutions within the field, assessing the effect of their research, recognizing emerging trends, and ultimately providing
recommendations for future research opportunities. The primary objectives of this study are as follows:
1. This study aimed to ascertain the number of scholarly papers pertaining to social media in rural areas, including an
examination of the authors, sources, connections, and countries that exhibit the highest publication rates in this domain.
2. This analysis aims to examine the thematic content and interrelationships among research publications focused on
social media usage in rural areas.
3. Examine the intellectual framework of research on social media usage in rural areas.
4. The social structure of social media in rural areas should be explored.
The methodology utilized in this research is described in the subsequent section. Subsequently, the findings are
presented and subjected to scholarly discussion, wherein the study conclusions are expounded upon and recommendations
for prospective avenues of inquiry are offered in the conclusion.
2. Background of the study
Due to the dynamic nature of the social media research field, it is crucial for researchers in this area to possess
knowledge pertaining to key areas of interest, their development over time, new research trends, and prominent research
collaborations. Internationally recognized worldwide organizations that are engaged in the marketing of branded items are
prominent participants in the realm of social media. This work takes a comprehensive and inclusive approach to investigating
research and primary researchers in the field of social media in rural areas. This is accomplished by analyze the bibliographic
data of relevant research papers. The globalization efforts of the 20th century resulted in heightened competition within the
marketing sector, leading to an increase in the quality of products and services. The marketing sector necessitates global
distribution and the promotion of goods and services through international advertising. In 1994, Hotwired, an online
magazine, entered into a transaction with AT&T by selling them a banner advertisement. Subsequently, AT&T proceeded to
exhibit this advertisement on its website, pioneering the concept of online advertising (Hoffman et al., 1998). The emergence
of social media marketing (SMM) and its associated marketing analytics can be attributed to the capacity of social networks
to effectively amplify the reach of digital marketing at a cost that is considered fair. Compared to traditional forms of
marketing, social media marketing (SMM) is a comprehensive approach that facilitates the promotion of products and
services through various social media platforms (Dwivedi et al., 2015).
The rapid development of interactive social media and digital marketing has been facilitated by several significant
milestones in the field of information and communication technology (ICT). These milestones include the widespread
adoption of the Internet following the 1990s, the introduction of smartphones, the reduction in the cost of online
communication, and the widespread popularity of online social networks such as Facebook and Twitter. The decline of the
newspaper industry, characterized by the lowest daily circulations in 2018 since 1940, has concurrently resulted in an
increase in consumer inclination toward internet marketing and advertising (Grieco, 2020). To widely categorize important
research subjects, the current paper offers a unique overview of the scope of social media in rural areas from a
multidisciplinary perspective. Our review extends the previous studies by including a content production method and
investigating multiple kinds of advertising and social media in rural areas, in addition to recognizing social media as a
strategic direction. Through an assessment of the bibliometric data of research articles published on social media in rural
areas, this bibliometric analysis is expanded to disclose fundamental research collaborations, their development, and
connected research subjects. This work used a methodology of computational techniques applied to the bibliometric
information of social media in rural region research articles because processing the literature review manually could be
laborious. The bibliometric data of the research literature are used to investigate the writers, sources, linkages, and nations
with the highest publishing rates in this discipline.

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3. Methodology
3.1. Defining the appropriate search terms
The concept employed encompasses a fusion of two interdisciplinary elements: social media marketing and rural
areas. To comprehensively address the various aspects of social media marketing in rural areas, it was imperative to
incorporate the relevant keywords associated with each domain. The two strings and sets of keywords utilized for Scopus
data extraction and document selection. After conducting an initial literature review, the authors identified the following key
terms. Social media marketing (SMM) is a strategic marketing approach in which social platforms such as Facebook,
Instagram, and TikTok are used to effectively promote brands, expand target audience reach, generate website traffic, and
enhance sales performance. Likewise, a rural area can be defined as a geographical region situated beyond urban centers and
municipalities. Rural areas are characterized by a relatively low population density and the presence of small settlements.
Rural regions are commonly characterized as encompassing agricultural and forestry sectors. This study examines
bibliometric data pertaining to research on social media in rural areas. The analysis focused on citation networks, authorship
patterns, and co-authorship networks within the research publications. The initial step involved gathering bibliographic data
from the Scopus database.
3.2. Data collection
Given the substantial presence of double-blind peer-reviewed articles published in high-impact factor journals within
Scopus, the researchers opted to utilize this database to collect the necessary data (Groff et al., 2021). A meticulous
methodology was employed to ascertain the ultimate aggregate of the149 articles documented. The concepts of "social
media" and "rural area" were employed to encompass the content derived from the various disciplines outlined by including
relevant articles. The inclusion of novel publications in subsequent papers leads to the presence of inaccurate bibliographical
and bibliometric data. Consequently, data obtained from Scopus or any other online database are susceptible to inaccuracies
(Donthu et al., 2021). Additionally, the tool mentioned earlier is a method grounded in empirical data that is employed to
obtain a comprehensive understanding of certain areas of research and to identify recurring patterns throughout previously
published scholarly works. Additionally, it assists scholars in identifying areas of inquiry that have not been adequately
addressed and making original contributions to the field. The process encompasses data collection, subsequent processing,
and subsequent statistical analysis. Researchers from various fields, including management, have utilized bibliometric
analysis as a methodological approach (Podsakoff et al., 2008), in marketing (Martínez-López et al., 2018) entrepreneurship
(Landstrom et al., 2012), economics (Bonilla et al., 2015), innovation (Fagerberg et al., 2012), and accounting (Merigo & Yang,
2016). Hence, utilizing the aforementioned extracted data without conducting additional analysis has the potential to yield a
precarious and inaccurate diagnosis. Consequently, we undertook a series of steps to cleanse and arrange the data. By the
recommendations put forth (Zupic & Čater, 2015; Donthu et al., 2021), we conducted a comprehensive exploration of
bibliographic and bibliometric data, employing various techniques for visualizing and interpreting the obtained results. The
analysis in question was built upon utilizing the Biblioshiny program and the R-studio statistical software, both of which serve
as the fundamental tools for this scientometric investigation. The present methodology elucidates the sequential procedures
employed for the identification of the database, the selection of pertinent records and articles by predetermined criteria, and
the establishment of the study's framework and dynamics.
A total of 149 documents about the phenomenon of digital disconnect were identified through the utilization of the
specified databases and search criteria. These documents were deemed relevant to the present research due to the inclusion
of keywords within the titles and summaries of the respective articles. Upon removal of duplicate entries, the cumulative
count of articles was 119, as illustrated. Additionally, four additional regulations were implemented to restrict or eliminate
the content contained within the articles and associated documents. The aforementioned rules were delineated follows:
articles that did not meet the criteria of being a scholarly study or scientific review were excluded from consideration. Only
articles written in the English language were excluded from consideration. The selected papers were required to pertain to
either social media or rural areas. The selected papers were required to provide a clear description and elucidation of their
primary objectives and research inquiries.
3.3. Selection of the techniques for analysis
As elucidated by (Goyal & Kumar, 2020), bibliometric analysis encompasses a repertoire of methodologies employed
for conducting quantitative investigations of textual materials and associated datasets. This method allows for the extraction
of novel insights from the literature reviews, as demonstrated by (Suominen et al., 2018; Groff et al., 2021). Consequently,
this approach serves as a valuable tool for enhancing the existing body of research. The essential tasks encompassed in this
scholarly endeavor include the production and distribution of biographical works centered around specific themes, the
identification of prevailing patterns within the field of study, and the evaluation of research publications that resemble
guidebooks (Kamal et al., 2022). The utilization of various bibliometric analysis techniques, such as authorship analysis,

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citation analysis, bibliographic coupling, co-citation analysis, and co-word analysis, represents a subset of the methodologies
employed by scholars to examine the biographical information assembled by (Donthu et al., 2021) (Figure 1).

Data Base “SCOPUS” Additional Records

(Social media and rural area) n=0

n = 621

Screening using selection criteria

“Business, management and

accounting”, “social sciences”

N =149

Exclude other language

n=4

Data Extracted Based on English

has Language

n = 145

Exclude Book chapter,

conference paper, and
review, note, letter

n = 26

Study included for scooping

review

n = 119

Figure 1 PRISMA flow chart.

3.4. Research question
RQ1. Who are the leading authors, institutions, and publications in the scientific literature on possible solutions to
social media in rural areas?
RQ2. What main topics do the published papers consider?
4. Result and interpretation
4.1. Performance analysis
The publication patterns pertaining to the domain of social media in rural areas are visually represented in Figure. The
year 2021 proved to be highly productive, but endeavors in this particular domain were not initiated until 2010. While online
advertising is a relatively recent phenomenon, preliminary research indicates that online advertising is more prevalent than

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social media in rural areas. The annual production rate has likewise experienced a significant increase. It is anticipated that
this field of study will experience growth in the coming years, as evidenced by the trends observed during the past year
(Figure 2).

Figure 1 Performance analysis.

4.2. The Most Productive Publications

The research findings revealed that a total of 119 documents were analyze, with exclusions made for documents in
languages other than English, book chapters, conference papers, reviews, notes, and letters. The tabulated data from these
documents provided insights into the most productive journals and the specific time period of their publication. The topic of
sustainability (Switzerland) garnered the highest number of publications on social media within rural regions, underscoring
the significance of conducting research on social media within rural areas. This tendency highlights a dedication to sharing
the outcomes of novel developments in social media and their implications for rural communities. The Journal of Rural
Studies was the second most common journal in terms of publication volume (Figure 3).

Figure 3 The Most Productive Publications.

4.3. Distribution of the Authors

Several articles were published by a group of writers, including Bandyopadhyay S, Banerjee S, Bardhan A, Ceccato V,
Chen B, Das S, Dey P, Kavoura A, Mandal KS, and Nechita F. In rural regions, the aforementioned writers have exhibited the

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highest level of engagement on social media platforms. However, co-authoring publications were typically restricted to a
maximum of two or three writers, with no study surpassing a total of five co-authors. Based on the impact index, the writers
who have received the greatest number of citations are Bandyopadhyay S, Banerjee S, Bardhan A, Ceccato V, Chen B, Das S,
Dey P, Kavoura A, Mandal KS, and Nechita F (Figure 4).

Figure 2 Distribution of the Authors.

4.4. Author Collaboration

Upon performing an analysis to ascertain the provenance of the author and the institutional affiliation of the
published information, it becomes evident that there is an increasing trend in author collaboration. The prevalence of
authors affiliated with the same institution and country suggests that there is room for improvement in fostering
international and multidisciplinary collaboration for conducting additional research on the use of social media in rural areas.
This investigation revealed the quantities of documents per author and co-authors per document and the collaboration
network associated with single-authored documents. The aforementioned numbers exhibit a notable degree of decrease,
albeit with a discernible upward trend (Figure 5).

Figure 5 Author Collaboration.

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4.5. Results Ordered by Country and Institution

Numerous authors affiliated with renowned academic institutions across several scientific disciplines have consistently
produced scholarly publications over the examined research timeframe, thereby altering prevailing patterns of university
dominance. The proliferation of articles and the creation of collaborative networks, particularly in rural areas, have garnered
increasing interest among researchers in the field of marketing. Consequently, the examination of social media's role in these
places has emerged as a compelling research topic. The discernible consequences of the COVID-19 pandemic for social media
are anticipated to extend their influence to the academic domain. The response of the academic community engaged in the
study of social media in rural regions to the enduring consequences of the epidemic as does the trajectory of future research
in this domain, remains uncertain. The countries with the highest number of publications are the United States of America,
India, China, Australia, South Africa, the United Kingdom, Malaysia, Sweden, Canada, and Spain. The collaborative globe map,
referred to as a "Figure – 6” visually represents the information discussed earlier. The nations that are shaded in deep blue
exhibit the highest level of engagement in the field of rural social media research.

Figure 3 Country collaboration map.

The presented figure 7 showcases the social media study conducted in rural areas, which has been published by
several worldwide colleges and organizations. The University of Kwazulu-Natal has been identified as the institution with the
highest number of published publications, owing in part to its collaborative associations with the University of the
Witwatersrand, the Human Sciences Research Council, and the African Health Research Institute (AHRI). Significant
collaboration was also noted among the University of Georgia, University of Tennessee, and Texas A&M University.

Figure 4 Collaboration among the university.

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4.6. Main Research Topics in the Articles

The figure presented below illustrates the quantity of papers produced on different aspects of the research subject.
The data were acquired by a comprehensive examination of papers pertaining to many subfields, including social media, rural
locations, and rural populations. These subfields constitute approximately 50% of the terms employed in rural social media.
The study of keywords is an invaluable tool that offers important insights into research patterns and prevalent themes. At
least one of the aforementioned terms, including “digital technology”, “social media”, “rural”, and “IOT”, was observed to be
among the most frequently utilized keywords. This exemplifies the extensive scope of this field, notwithstanding the limited
number of publications that directly address the principal topic (Figure 8).

Figure 8 Tree map.

4.7. Results of science mapping and visualization
The figure illustrates the 10 most significant terms. The graph illustrates that the terms "social media”, "rural area"
and "rural population" are highly prevalent within the given domain. The treemap depicted in Figure 5 illustrates that the
term "social media" accounts for 44% of the total occurrences, while "rural area" and "rural population" represent 38% and
19%, respectively. Figure 4 shows the graph representing the growth of words. The graph reveals a notable increase in the
prevalence of phrases such as "social media”, “rural area" and "rural population”.
A trend topic analysis was conducted to find the top three trending keywords in the domain over the past decade. The
analysis field was configured to "Author's Keywords" with a minimum word frequency threshold of five. Similarly, the figure
depicts a comparable pattern to that observed in the graph representing the growth in word usage. The growing prominence
of social media and rural areas has prompted the utilization of keywords in the latest phase of research (2018-2022). This
area of study has utilized conceptual frameworks such as "rural", "COVID-19", "Facebook", "social media", and "digital divide"
(Figure 9, 10 and 11).

Figure 9 Keywords Plus.

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Figure 10 Cumulate Occurrences.

Figure 11 Most used keywords.

5. Discussion and Final considerations

The impact of information and communication technology on global economies is substantial in the present era. The
utilization of extensive information derived from a vast number of social media users and subjected to analysis by social
media analytics tools provides valuable digital assets, or digital inputs, that contribute to the growth and development of the
digital economy. The present study provides a comprehensive examination of the evolution of research trends and the
contemporary dynamics of research. This research commences by performing a preliminary analysis to monitor the growth of
social media in rural regions within the context of academic research papers. The objective is to identify the most productive
social media platforms in rural areas, together with their coauthors, and the key research themes pertaining to interactive
social media in rural contexts. The advent of digitalization has led to an expansion in the area of economic activity. The
primary objective of this study was to provide a comprehensive review of the existing body of research on the utilization of
social media in rural regions. This study employed bibliometric analysis as a methodological approach to comprehensively
examine the conceptual framework of social media in rural areas. This analysis utilized academic references sourced from the
Scopus database to establish the prominence of social media analytics as a subject of research in rural areas. The quantity of
scholarly investigations conducted on the subject matter is progressively escalating on an annual basis. This upward
trajectory implies a burgeoning inclination toward the utilization of knowledge derived from the scientific literature. To

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facilitate the development of knowledge in a given field, it is imperative to broaden the scope of related research, thereby
enabling additional investigations and fostering the emergence of novel viewpoints and inventive ideas. Hence, through the
assessment of prominent authors, nations/regions, organizations, journals, collaboration, and co-occurrence within the field
of study, the present investigation sought to ascertain active areas of research and uncover emerging patterns. The study's
findings indicate that professionals studying social media analytics have shifted their attention towards underdeveloped
countries. The nations where a growing volume of research is now being conducted include the United States of America,
India, and China. The density visualization of the keyword analysis reveals that study topics such as "social media" "rural
area" and "rural population" are widely explored in the academic domain. These findings unequivocally demonstrate that
rural areas had the highest volume of articles pertaining to social media within 2021. Moreover, the year in question
witnessed the highest number of citations, suggesting a growing interest among scholars and a heightened significance of the
subject matter. The findings also indicate that there was a significant increase in the number of articles and citations in 2017.
Moreover, the research incorporated a compilation of the foremost 10 authors who have produced the highest quantity of
scholarly articles pertaining to the subject matter. The individuals included in the list are Bandyopadhyay S, Banerjee S,
Bardhan A, Ceccato V, Chen B, Das S, Dey P, Kavoura A, Mandal KS, and Nechita F. The findings additionally ascertain that the
preeminent authors are renowned for their contributions to the discourse on social media inside rural regions. The
publication's geographical research encompasses the United States of America, India, China, Australia, South Africa, the
United Kingdom, Malaysia, Sweden, Canada, and Spain. According to the examination of journals, the journal "Sustainability"
ranked first in terms of the number of papers published, followed by "Journal of Rural Studies" and "Social Science and
Medicine," which also contributed significantly to the discourse on this subject matter. The findings demonstrate the diverse
aspects of social media's impact on the economic and societal aspects of rural regions.
The present investigation contributes to the existing scholarly discourse by providing a comprehensive overview of the
current state of knowledge and identifying notable deficiencies, emerging patterns, and avenues for future scholarly inquiry.
The accomplishment was attained through a meticulous selection of published publications within the specific topic of
research, followed by a comprehensive examination of these articles utilizing both bibliometric and content analytic
techniques. The process of identifying overarching research themes enhances the understanding of the subject matter at a
more profound level. The subjects encompassed in this study comprise social media, rural population dynamics, rural
marketing strategies, and the globalization of digital marketing practices. Due to the profound impact of technological
advancements on the worldwide economy, there is a growing imperative for further scholarly investigation to elucidate the
necessity of creative strategies in fostering the expansion of social media platforms within rural regions. Using R studio, the
authors successfully identified the key contributors to social media in rural areas, including writers, publications, journals,
organizations, and countries. The visualization of networks and density provided evidence of the emergence of novelty in the
development of subjects within the examined themes. This endeavor is undertaken with the intention of promoting
comprehension of the interrelationships among the diverse themes. As a result of this endeavor, researchers within the field
are now able to quantitatively measure diverse facets of the subject matter and examine subtopics within broader
frameworks.
6. Limitations and future directions
The present work acknowledges its limitations while also providing a basis for future avenues of investigation. One
restriction of this nature relates to the significant number of publications utilized in the bibliometric analysis. The Large
corpus of literature encompasses a wide array of studies and themes, yet it also results in an overwhelming abundance of
related knowledge and information. Future meta-analytic studies pertaining to this topic may narrow down the scope of
substantive domains and focus on a more limited selection of disciplines and topic areas, enabling a more comprehensive
and precise examination. One inherent limitation of bibliometric reviews is their tendency to prioritize affiliations and
countries over theories and frameworks. Despite our evaluation encompassing substantial topic areas over time and
providing author and citation information, this emphasis on affiliations and countries may overshadow the examination of
theoretical and conceptual frameworks (Paul & Criado, 2020).
The absence of interconnections, deeper relationships, moderators, and mediators among the identified issue
categories represents a potential drawback in our research. Hence, future investigations could explore the interconnections
between coauthorships, thematic patterns, and more profound substantive associations. Hence, future studies should
incorporate these particular data. The utilization of the Scopus database as the primary source of data imposed certain
constraints on our investigation. One limitation of the present study is its disproportionate focus on the bibliometric analysis
technique at the expense of identifying prospective avenues for future research. Due to our prioritization of presenting a
comprehensive historical perspective, we encountered limitations in accommodating our proposition of a nascent conceptual
framework.
Ethical considerations

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Saravanan and Rajan (2024) 11

Not applicable.
Conflict of Interest
The authors declare no conflicts of interest.
Funding
This research did not receive any financial support.
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