A Systematic Review of Extant Literature in Social Media in the Marketing Perspective

Mapping the Intellectual Progress in e-Business, e-Services and e-Society from 2001 to 2019

This study aims to identify the conceptual structure and the thematic progress in e-Business, e-Services and e-Society and to elaborate on backbone/emerging topics in the field from 2001 to 2019. To address this objective, this paper employs hierarchical clustering, strategic diagrams and network analysis to construct the intellectual map of the I3E community and to visualize the thematic landscape in this field, using co-word analysis. Overall, a total of 835 papers from the proceedings of the e-Business, e-Services and e-Society (I3E) conference, and the respective 2574 author-assigned keywords, were included in the analyses. The results indicate that the community has significantly focused in areas like technology adoption models, Social Media, e-Government and business models; sentiment analysis and m-payments are peripheral themes, yet topics like cloud computing and Open Data are emerging. The analysis highlights the shift of the research interest throughout the past decades, and the rise of new topics, comprising evidence that the field is expanding and evolving. Limitations of the approach and future work plans conclude the paper.