A look at how new media have changed PR, marketing, and advertising from 1997 to 2010 to see how they have affected traditional businesses

Abstract

Over the course of fourteen years, the current study investigated the patterns and trends that have emerged in the field of social media research. In particular, the study concentrated on the phenomena that are associated with social media in both academic and practical settings, spanning four distinct fields of study. The findings suggest that an increasing number of research projects are using social media into their methodologies. This trend indicates that academics are becoming more aware of social media and are adjusting their practices to accommodate the growing influence and use of these platforms. The authors advise that future study should concentrate on forecasting technological improvements and how they might be effectively used, in addition to establishing theoretical frameworks, in order to make full use of the potential that social media platforms provide.