Bibliometric Study on the Social Shopping Concept

Social shopping has been increasing its impact on e-commerce, motivating companies to rethink their product or service marketing strategies. Also, academics from various countries, aware of this growth, seek, through their scientific publications in various journals, to present studies that allow them to identify elements that contribute to the consolidation of the social shopping concept. Bearing this reality in mind, this study, supported by a bibliometric analysis on social shopping and based on articles published in the last 20 years, seeks to analyze the evolution of scientific research, to identify the most influential scientific publications (for topics related to social shopping) and to detect research opportunities in social shopping, with 39% of scientific publication occurring in the years 2020 to 2022. The study also presents themes that are associated with social shopping, highlighting COVID-19, consumer behavior and online shopping, aspects that companies should consider in their e-commerce strategy. The study also identifies the most influential scientific publications for topics related to social shopping and for detecting research opportunities in social shopping, supported in six clusters.