Mapping the Research on Social Media Impact: Trends, Blind Spots, and Global South Representation

Authors

Phumezo Ntlatywa, Sol Plaatje University, South Africa

Darelle van Greunen, Nelson Mandela University, South Africa

Published in

IST-Africa 2026 Conference Proceedings

ISSN: 2576-8581

ISBN: 978-1-905824-76-2

DOI: https://doi.org/10.67725/IST-Africa.2026.IHPE6536

Publisher

IST-Africa Institute and IIMC International Information Management Corporation Ltd

Published in Ireland

Abstract

This study presents a bibliometric and thematic analysis of the impact of social media research published between 2010 and 2025, drawing on Scopus and Web of Science data. While scholarship has expanded across communication, education, health, and marketing, it remains largely shaped by Global North contexts, theoretical frameworks, and institutional authorship. This study maps publication trends, collaboration networks, and thematic clusters to provide an integrated overview of the field's evolution. Findings reveal a strong geographic concentration in Europe, North America, and East Asia, with limited representation from the Global South, including Africa and South Africa. Several areas remain underexplored, including cultural practices, community dynamics, and region-specific digital experiences. By highlighting these blind spots, the study underscores the need for context-sensitive, regionally grounded research to achieve a more inclusive understanding of social media's societal and cultural influence.

Keywords

Social media, social media impact, bibliometric analysis, research trends, thematic mapping, research gap

Cite this paper

P. Ntlatywa and D. van Greunen (2026) "Mapping the Research on Social Media Impact: Trends, Blind Spots, and Global South Representation", IST-Africa 2026 Conference Proceedings, Miriam Cunningham and Paul Cunningham (Eds), IST-Africa Institute and IIMC, 2026, ISSN: 2576-8581, ISBN: 978-1-905824-76-2, https://doi.org/10.67725/IST-Africa.2026.IHPE6536

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