Library Marketing and Social Media Strategies: A Bibliometric Analysis of Global Research Trends

This study examines the intellectual structure and thematic development of strategic communication and digital marketing frameworks explicitly contextualized within contemporary library ecosystems. Utilizing a robust bibliometric mapping and network topology analysis of 379 core research articles indexed in the Web of Science Core Collection over the past 20 years, this study charts how micro-level knowledge repositories adapt macro-level communication and relational marketing theories. Moving beyond platform-dependent descriptive reporting, the analysis reveals a significant paradigm shift from traditional, asymmetric promotional outreach to integrated, data-driven, and symmetrical user-centric interaction models. However, the network configuration also exposes critical structural holes, highlighting an operational lag and academic myopia regarding the systematic internalization of algorithmic video-centric platforms and automated workflows. These findings imply that effective digital leadership for library managers no longer depends on casual technological implementation but on strategically navigating institutional acceptance barriers to foster genuine, two-way symmetrical community building.