This study aims to provide bibliometric insights into the scientific production on social media and financial literacy. The study attempts to disclose the most relevant authors, sources and countries that have been highly influential in social media and financial literacy research. It also showcases the keywords used and the trends in the research of social media and financial literacy. It also reveals the intellectual, conceptual and social structure of the research by throwing light on trends, themes and conceptual clusters.
A systematic search query of Scopus database was performed using a topic-based search based on inclusion and exclusion criteria set. Bibliometric analysis and visualisation is done using Biblioshiny interface of Bibliometrix, which is an advanced R-based package. This study opts both a quantitative method (performance analysis) and a qualitative method (science mapping) to reveal the structure of scientific research in the field. Content analysis, trend analysis and thematic evolution analysis are also performed for deeper insights.
Research on social media and financial literacy has taken place since 2001–2025 with a gradual upward trend. Particularly after 2008, the scientific production has gained significant attention from researchers globally. The most productive countries are USA and China, with sustainability (Switzerland) as the most productive source. Post-Covid-19 pandemic, more attention is being paid to finances especially financial wellbeing and household finance. Several authors have worked together making it a collaborative research area.
This study guides researchers and academicians by giving a bird’s eye view of research carried out in social media and financial literacy. Alongside, it also guides the policymakers, financial institutions and banks in using social media for promoting financial literacy. The study is based only on Scopus database and English journal articles. More interdisciplinary exploration is suggested such as the use of AI, machine learning along with financial literacy. Other techniques like systematic reviews and meta-analysis can be used in future research.
This study attempts to fill a prevalent knowledge gap as it lacks bibliometric study in the area of social media and financial literacy, which majorly has empirical studies. It helps in revealing the most influential contributions by authors, countries, sources etc., and also in understanding the research trends, themes and knowledge structure to provide a macro bird’s eye view of scientific production while also providing implications to banks, government and other stakeholders.
