Exploring Social Media Research Trends in Malaysia using Bibliometric Analysis and Topic Modelling

Rehan Tariq; Pradeep Isawasan; Lalitha Shamugam; Muhammad Akmal Hakim Ahmad Asmawi; Noramira Athirah Nor Azman; Izzal Asnira Zolkepli

doi:10.4108/eetsis.7003

Authors

Rehan Tariq Universiti Sains Malaysia https://orcid.org/0000-0001-7028-4430
Pradeep Isawasan Universiti Teknologi MARA https://orcid.org/0000-0002-4208-9547
Lalitha Shamugam Sunway University https://orcid.org/0000-0001-7833-6709
Muhammad Akmal Hakim Ahmad Asmawi Universiti Teknologi MARA
Noramira Athirah Nor Azman Universiti Teknologi MARA
Izzal Asnira Zolkepli Universiti Sains Malaysia https://orcid.org/0000-0002-0103-0821

DOI:

https://doi.org/10.4108/eetsis.7003

Keywords:

social media, social networking sites, bibliometric analysis, topic modelling, Malaysia

Abstract

This study explores the evolving dynamics of social media research in Malaysia. The main objective is to identify trends and patterns in research, specifically examining the volume and focus of scholarly articles over the last decade. Using bibliometric analysis and topic modelling, the study identifies major research clusters and key themes like digital marketing, political communication, and public health, and to map out collaborations among researchers. The findings show a significant increase in social media-related studies, highlighting a trend towards more varied and complex topics. This includes a greater emphasis on social media's role in political communication, consumer behaviour, and crisis management. Looking forward, this study suggests that future studies should explore the applications of emerging technologies such as artificial intelligence (AI) on social media practices, assess the spread and impact of negative information such as fake news and hate speech, and extend cross-disciplinary methodologies to fully understand the extensive effects of social media.

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