Exploring the Impact of Digital and Social Media Marketing on University Brand Equity: A Comprehensive Literature Review and Bibliometric Analysis

Abstract

The study of how universities utilize digital and social media marketing (DSSM) to build and enhance brand value is becoming increasingly important in modern times. So, promoting the utilization of digital and social media marketing to establish brand value has become an increasingly significant concern on a global scale. The objective of this study is to conduct a bibliometric analysis of academic literature focused on the utilization of digital and social media marketing strategies that impact the brand value of universities. The collected data is derived from the Scopus database spanning from 2005 to 2022. R-studio is utilized for conducting preliminary data analysis, performing citation and co-citation analysis, and establishing bibliographic coupling in conjunction with co-authoring. We employ a synthesis methodology to enhance our comprehension of the subject matter and organization pertaining to digital and social media marketing, as well as its portrayal in scholarly works. According to the survey, the rate of research conducted by startups has been rising since 2016, with an average of 19.58 citations per document. Through our analysis, we have determined that the United States, Indonesia, Malaysia, and India are the countries that produce the most quantity of research articles on entrepreneurship. The business journals "Developments in Marketing Science: Proceedings of the Academy of Marketing Science", "International Journal of Data and Network Science", "Journal of Marketing for Higher Education", and "Journal of Research in Interactive Marketing" have published the highest number of research articles in the respective field. The objective of the paper is to enhance our comprehension of the substance and organization pertaining to digital and social media marketing, as well as its portrayal in the literature. Unlike the recent progress in incorporating digital and social media content, the present study demonstrates a greater level of thoroughness in terms of the methodology and databases used. The results of this study provide a useful addition to the current literature on the successful utilization of digital and social media marketing (DSSM) to establish and enhance the brand value of universities.