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sis 25(2):

Research Article

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

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  • @ARTICLE{10.4108/eetsis.7003,
        author={Rehan Tariq and Pradeep Isawasan and Lalitha Shamugam and Muhammad Akmal Hakim Ahmad Asmawi and Noramira Athirah Nor Azman and Izzal Asnira Zolkepli},
        title={Exploring Social Media Research Trends in Malaysia using Bibliometric Analysis and Topic Modelling},
        journal={EAI Endorsed Transactions on Scalable Information Systems},
        volume={12},
        number={2},
        publisher={EAI},
        journal_a={SIS},
        year={2025},
        month={4},
        keywords={social media, social networking sites, bibliometric analysis, topic modelling, Malaysia},
        doi={10.4108/eetsis.7003}
    }
    
  • Rehan Tariq
    Pradeep Isawasan
    Lalitha Shamugam
    Muhammad Akmal Hakim Ahmad Asmawi
    Noramira Athirah Nor Azman
    Izzal Asnira Zolkepli
    Year: 2025
    Exploring Social Media Research Trends in Malaysia using Bibliometric Analysis and Topic Modelling
    SIS
    EAI
    DOI: 10.4108/eetsis.7003
Rehan Tariq1, Pradeep Isawasan2, Lalitha Shamugam3,*, Muhammad Akmal Hakim Ahmad Asmawi2, Noramira Athirah Nor Azman2, Izzal Asnira Zolkepli1
  • 1: Universiti Sains Malaysia
  • 2: Universiti Teknologi MARA
  • 3: Sunway University
*Contact email: lalitha.shamugam@gmail.com

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.

Keywords
social media, social networking sites, bibliometric analysis, topic modelling, Malaysia
Received
2025-04-11
Accepted
2025-04-11
Published
2025-04-11
Publisher
EAI
http://dx.doi.org/10.4108/eetsis.7003

Copyright © 2025 R. Tariq et al., licensed to EAI. This is an open access article distributed under the terms of the CC BY-NC-SA 4.0, which permits copying, redistributing, remixing, transformation, and building upon the material in any medium so long as the original work is properly cited.

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