Research Trends of Online Marketing in Social Media Research

Online marketing is one of the most effective marketing strategies used in a business due to its cost effectiveness and broader range. However, some online marketing strategies have been changed over the time. Furthermore, new laws concerning data privacy and security were introduced and implemented. In order to predict which marketing strategies would be popular, the examining of research trends of online marketing in a time period could be an answer. This paper presents the key research themes in online marketing using data mining techniques. The methods were applied to 506 academic papers selected from three different famous online publication databases. The acquired papers were published between 2013 - 2017. The results show some declined research trends, along with steadily popular techniques including engagement, hashtags, and click.