Universiteti xabarnomasi

KALIT SO‘ZLAR/
 
Ключевые слова/ 
keywords
 
:
network analysis, social media research, 
entrepreneurship development, mixed-
methods 
approach, 
stakeholder 
interviews, online survey, ATLAS.ti analysis 
 
Introduction. 
In recent years, social media has emerged as a key 
platform for entrepreneurship development, as firms increasingly use 
social media to engage with customers, promote their products and 
services, and build brand loyalty. This growth in social media research 
has led to a wealth of academic literature on the topic, but there 
remains a lack of consensus on the definition and understanding of 
social media marketing, as well as its impact on entrepreneurship 
performance. 
To address this gap in the literature, this paper applies network 
analysis to a corpus of social media research to identify key topics and 
themes that have emerged over time, and to explore the relationships 
between different research areas. This paper builds on previous 
research that has used network analysis to study social media in various 
contexts, including marketing, branding, and customer engagement. 
For example, (Liu and etc., 2017) examined the research themes 
and topics that have emerged in social media research in the past 
decade, using network analysis to identify the most influential articles 
and authors in the field. Similarly, (Mäntymäki and etc., 2016) 
investigated the impact of social media marketing on firm performance, 
while (Singh and etc., 2018) conducted a systematic literature review to 
examine the impact of social media on the value chain. In addition, (Ba, 
Whinston, 2019) developed a theoretical model to explain how social 
media creates entrepreneurship value through social capital, while 
(Sivertzen and etc., 2013) explored the mediating role of trust, 
satisfaction, and commitment in the relationship between social media 
marketing and brand loyalty. 
Building on this previous research, our paper aims to provide a 
comprehensive analysis of the social media research landscape in 
entrepreneurship development, and to shed light on the key research 
topics and themes that have emerged over time. In doing so, we hope 
to contribute to a better understanding of social media marketing and 
its impact on entrepreneurship performance, and to provide insights for 
future research and practice in this area.
After providing an overview of the literature on social media 
marketing and entrepreneurship performance, the paper presents a 
detailed description of the methodology used to identify and analyze 
the social media research corpus. The results of the network analysis are 
then presented and discussed, highlighting the key themes and topics 
that have emerged in the literature over time, as well as the 
relationships between different research areas. Finally, the paper 
concludes with a discussion of the implications of these findings for 
social media research in entrepreneurship development, and a call for 
future research in this area.