Scientific Publiction Trends Regarding Personal Branding and Social Media Based on Scopus Database

Abstract

The Ministry of Communication and Information Technology, Indonesia, identified as many as 425 hoax issues circulating on digital platforms in 2023. The rise of personal branding on social media often causes communication distortion, because this platform allows someone to manipulate fake identities. So far, there has been no research that analyzes the mapping related to personal branding and social media. Therefore, this study intends to examine research trends related to personal branding and social media produced by previous researchers. The method used is bibliometric. The data source comes from Scopus, and the tool used to process and display the data is VosViewer. The results of the study show that the development of scientific publications related to personal branding and social media has experienced fluctuating developments. Ulrika Hedman has published 2 documents with an average publication time in 2014. Wioleta Kurcharska is in the top position as a researcher with the highest productivity of 6 articles. Marwick a.e (2011) has the highest contribution as an author with 2329 citations. The most widely cited reference source is the Journal of Interactive Marketing entitled Online personal branding: processes, challenges, and implications by Labrecque (2011). Keywords “career”, “social media marketing”, “instagram”, and so on are some new research fields on the topic of personal branding and social media. The field of social sciences is the discipline with the highest number of documents, with 44 publications. The most widely published type of publication document is in the form of articles, reaching 72 publications. Through this research, the researcher hopes that it can further become a research map to provide direction for future development, especially in the theme of personal branding and social media research.