Bibliometric study on the social shopping concept

Barbosa, Branca; Duarte Santos, José Article Bibliometric study on the social shopping concept Administrative Sciences Provided in Cooperation with: MDPI – Multidisciplinary Digital Publishing Institute, Basel Suggested Citation: Barbosa, Branca; Duarte Santos, José (2023) : Bibliometric study on the social shopping concept, Administrative Sciences, ISSN 2076-3387, MDPI, Basel, Vol. 13, Iss. 10, pp. 1-21, https://doi.org/10.3390/admsci13100213 This Version is available at: https://hdl.handle.net/10419/320779 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. 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Administrative Sciences 13: 213. https://doi.org/10.3390/ admsci13100213 Received: 10 August 2023 Revised: 14 September 2023 Accepted: 21 September 2023 Published: 25 September 2023 Copyright: © 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/). administrative sciences Article Bibliometric Study on the Social Shopping Concept Branca Barbosa 1and JoséDuarte Santos 2,* 1ISCAP, Polytechnic of Porto (ISCAP/PP), 4465-004 S. Mamede de Infesta, Portugal; [email protected] 2CEOS.PP, ISCAP, Polytechnic of Porto (ISCAP/PP), 4465-004 S. Mamede de Infesta, Portugal *Correspondence: [email protected] Abstract: Social shopping has been increasing its impact on e-commerce, motivating companies to rethink their product or service marketing strategies. Also, academics from various countries, aware of this growth, seek, through their scientific publications in various journals, to present studies that allow them to identify elements that contribute to the consolidation of the social shopping concept. Bearing this reality in mind, this study, supported by a bibliometric analysis on social shopping and based on articles published in the last 20 years, seeks to analyze the evolution of scientific research, to identify the most influential scientific publications (for topics related to social shopping) and to detect research opportunities in social shopping, with 39% of scientific publication occurring in the years 2020 to 2022. The study also presents themes that are associated with social shopping, highlighting COVID-19, consumer behavior and online shopping, aspects that companies should consider in their e-commerce strategy. The study also identifies the most influential scientific publications for topics related to social shopping and for detecting research opportunities in social shopping, supported in six clusters. Keywords: e-commerce trends; e-commerce evolution; social commerce; consumer behavior; COVID-19 1. Introduction Technological advances have significantly changed the way people buy and sell products and services. The growth of e-commerce and media has created new opportunities for businesses and consumers (Nacar and Ozdemir 2022). Social networks are increasingly penetrated and can be a channel for interaction with consumers that contributes to persuasion, conversion and customer loyalty, constituting a growing distribution channel (Pires et al. 2022). The emergence of the COVID-19 pandemic has also transformed the business-toconsumer relationship, as well as consumer behavior (Basaure et al. 2021;Pantano et al. 2020;Ribeiro et al. 2019), and had implications for academic publications in various areas of knowledge, which can be seen in various bibliometric studies carried out, such as Gatto et al. (2023). This shows the impact that COVID-19 has had on areas of society, such as the economy, religion, politics, technology and medicine. Marketing has not escaped this either and COVID-19 cannot help but be seen as one of the driving forces behind e-commerce in general and social shopping in particular. Consumer behavior is influenced by internal factors, intrinsic to the individual, and external factors, such as the perceived quality of services when buying online (Panarello and Gatto 2022). By introducing social shopping as another interaction and sales channel, a company boosts its omnichannel strategy (Hüseyino˘glu et al. 2017) and adds value for the customer, influencing their behavior. Social commerce not only provides a different shopping experience, but also contributes to the discovery of new products (Shen 2012). Social commerce has been broadening its area of operation, no longer centered solely on websites, but also being driven by new technological solutions in social networks, and now has a presence on social networks. Recognizing this trend, social networks have invested in e-commerce features and tools, Adm. Sci. 2023,13, 213. https://doi.org/10.3390/admsci13100213 https://www.mdpi.com/journal/admsci Adm. Sci. 2023,13, 213 2 of 21 simplifying the process for companies to sell their products directly through social media applications (Singh and Singh 2018). Shopping posts, digital storefronts and in-feed shopping are some of the features implemented by social networks, allowing users to explore new products, engage with brands and make purchases seamlessly in the social media environment, contributing to the development of e-shopping (Sohn and Kim 2020). Social shopping, social commerce and e-commerce are terms that describe the way people buy and sell products and services online. Although they have some similarities, each of these terms describes a different approach to e-commerce (Bilgihan et al. 2016;Busalim and Ghabban 2021;Huang and Benyoucef 2015;Jain et al. 2021;Kim and Chan-Olmsted 2022;Liao et al. 2022;Molinillo et al. 2018;Niranjanamurthy et al. 2013;S.Wang 2020). The decision to buy through e-shopping can be motivated by different value perspectives that the customer may value, such as utilitarian and hedonic value (Overby and Lee 2006). Convenience, available information, social interaction and shopping experience are elements that cannot be overlooked in an online shopping process (Rohm and Swaminathan 2004). Ku¸sçu and Yozgat (2019) suggested that an online shopping process should provide utilitarian factors (control, convenience, assortment, economy/cost saving, availability of information) and hedonic factors (adventure, social, value/pleasure bargains). Given the increasing importance of social shopping for the business world from an omnichannel perspective (Hüseyino˘glu et al. 2017), its association with social media communication channels (Anugerah et al. 2022) energized by digital marketing (C. L. Wang 2021) and also the growing interest in academics in the specific nature of social shopping, it was considered pertinent to carry out this study, the results of which will allow future studies to be directed towards elements that contribute in an isolated or aggregated way to the development of the social shopping concept, which herein have been detected and grouped. There are several bibliometric studies on e-commerce and other areas, such as digital marketing (Guillén-Pujadas et al. 2023), logistics (Cano et al. 2022) or artificial intelligence (Bawack et al. 2022). There are also bibliometric studies on social commerce (Goyal et al. 2021) combined with other topics, such as purchase intent (Dincer and Dincer 2023). However, no bibliometric study applied to social shopping was found. This opportunity, combined with the relevance of the subject, which has already been substantiated, justifies the development of this research. The article is divided into four parts. The first part reviews the literature on ecommerce, social commerce and social shopping. The next part presents the methodology followed by the analysis of the results obtained from the bibliometric analysis. Finally, the final considerations are presented. 2. Literature Review 2.1. E-Commerce With the advancement of technology and the creation of the World Wide Web, new forms of trade have emerged (Melo 2021). One of the main forms is the purchase and sale of products and/or services through digital channels, known as e-commerce (Silvestre 2020). According to Clarke (1999), e-commerce is defined as the trade of goods and services through telecommunications tools. Allison (2013) considers e-commerce as an electronic contract for the exchange of value using information and communication technologies. E-commerce involves the use of the internet, the web, apps and browsers running on mobile devices to conduct digital business transactions (Laudon and Traver 2021). E-commerce has been evolving since 1995, but it was in 2007 that it was transformed and leveraged with the rapid growth of Web 2.0 (Zhang et al. 2021). Schneider (2016) presented three waves/evolutions: the first from 1995 to 2003, characterized by the rapid growth of e-commerce, called the “boom”; the second from 2004 to 2009, characterized by the increase in broadband connections in the home environment and the third wave, which has occurred from 2010 to the present date, characterized by the growth of the use of digital Adm. Sci. 2023,13, 213 3 of 21 devices and the growth of high-speed cell phone networks (Yuthayotin 2015). Some authors differ on the dates of the evolution of e-commerce, such as Laudon and Traver (2021). With the mandatory confinements triggered by the COVID-19 pandemic, there was a reduction in traditional commerce, which, in some cases, even ceased to exist, with new growth opportunities for e-commerce, providing the emergence of the fourth wave, starting in 2020 (Basaure et al. 2021). Companies needed to reinvent themselves, betting on digital media to survive and there was exponential growth in e-commerce like never before (Premebida 2021). 2.2. Social Commerce Social commerce is a relatively recent term in the commerce spectrum (Busalim et al. 2019). It was at Yahoo! in 2005 that the concept was first used (Rubel 2005). Yahoo!’s Shoposphere created the “Pick List” function that allowed users to give and receive product reviews (Zamrudi et al. 2016). Baghdadi (2016) stated that social commerce is a new way of doing commerce in a collaborative and participatory way, which involves interactions between all participants in the value chain. Social commerce is considered by some researchers as a new model of commerce (Hajli 2015), with a consensus that it comes from e-commerce (Zhong 2012) and can be seen as a subsection of e-commerce, based on the integration of social networks with e-commerce and the adoption of Web 2.0 functionalities (Huang and Benyoucef 2013;Li et al. 2014;Salvatori and Marcantoni 2015). Some researchers consider social commerce as the update of e-commerce, which seeks to monetize online and social interactions and user-created content, with users actively participating (Cui et al. 2018;Hajli 2015;Han et al. 2018;Huang and Benyoucef 2013). For Shin (2013), social commerce is limited to a web platform that connects users with other people online and leverages these connected networks for business, education and services, facilitating customer interactions and participation in ways that lead to qualifying outcomes. In turn, Hassan et al. (2016) considered social commerce as online buying and selling activities using social media technologies and digital platforms. Social commerce allows users to sell, buy, compare and share information about products and/or services to help other users purchase them, in marketplaces and online communities (Busalim and Hussin 2016;Esmaeili et al. 2015;Huang and Benyoucef 2013;Liang and Turban 2011;Yu et al. 2020;Zhou et al. 2013). Indeed, most social commerce concepts refer to some aspects such as social media, social interactions, word-of-mouth, user-generated content, e-commerce and Web 2.0 (Dennison et al. 2009;Han et al. 2018). Driven by social media, social commerce facilitates the buying and selling of various products and/or services (Kim and Park 2013;Wang and Zhang 2012;Zhou et al. 2013). Social commerce is an interdisciplinary topic that covers social media technology, analytical techniques, business models and strategies, customer and business behaviors, system design, website design and business practice (Zhou et al. 2013). The concept has evolved over the last few years, as social commerce encompasses several disciplines, thus being presented from various perspectives depending on the authors (Goraya et al. 2021). This evolution, according to Wang and Zhang (2012), is supported by four factors: people, management, technology and information. 2.3. Social Shopping Like social commerce, there are several definitions, some without consensus, for social shopping, which is also known as Sales 2.0. Social shopping emerged in 2008 as a new e-commerce model and provided a new way for companies to access customers (Lee and Lee 2012). Some authors use the term social shopping as a subcategory of social commerce and social media (Curty and Zhang 2013). Social shopping is a form of e-commerce on social media (Lim and Beatty 2011). It allows users to make purchases directly on social media, such as Instagram, Facebook and Adm. Sci. 2023,13, 213 4 of 21 TikTok, and to interact with other users and influencers through available possibilities such as product reviews and access to user-created content (Mróz 2021). The concept of social shopping has been growing strongly in recent years, as consumers increasingly use social media to discover new products (Ahmad et al. 2022). A study developed by Accenture (2022) estimated that the value of social commerce sales in 2025, worldwide, will represent 1.2 trillion dollars. In turn, Insider Insider Intelligence (2023) mentions that social commerce in the US will reach a value of 79.64 billion dollars in 2025, representing only about a tenth of the size of the social commerce market in China. Social media has also invested in e-commerce features and tools to facilitate businesses to sell their products through social media (Singh and Singh 2018). Social media, in general, has shown steady growth, bringing customers together, who in turn create content, such as product sharing, reviews and comments on social media and on online shopping platforms (Fu et al. 2020). Social shopping is an approach to online shopping. It is based on interpersonal interactions between social media users, where consumers’ perceptions, attitudes and purchase intentions are influenced by their friends and other users through posts, shares, comments and recommendations (Xu and Lee 2019). In the context of social shopping, people are doing more than shopping online on their own (Hu et al. 2016). Compared to traditional online shopping, social shopping makes it easier and more convenient for users to explore products of their interest and receive buying advice, thus enhancing and personalizing their overall shopping experience (Kim and Park 2013). Moreover, social shopping is more than just buying products; it is also about creating an online community, where people can gain a greater social presence (Zhang et al. 2018). Social shopping has fundamentally changed the way businesses and consumers engage with each other (Wang et al. 2020). It is a dynamic and engaging experience that replaces lengthy transactions (Mileva 2022). Social media has included tools such as shopping posts and digital storefronts. These features allow users to discover new products, meet new brands and shop without leaving social media. Depending on the social network, consumers can use hashtags, the store tab, tags and other tools to find brands and products. They can also interact with companies and other customers through chats, content created by influencers and public and private groups. Brands create original content to attract customers (Mileva 2022). Social shopping combines product content, images and videos, stories, directories, consumer reviews and more (Liao et al. 2022). It can be perceived as a journey through commerce, where users research and explore products and engage with brands (Mileva 2022). Thus, commercial transactions supported by brands’ online engagement with customers become personal and relational (Mileva 2022). With the growth of social media usage and people becoming more comfortable with online shopping, social shopping is expected to take on a more important role in e-commerce (Wu et al. 2023). 2.4. E-Commerce vs. Social Commerce vs. Social Shopping E-commerce, social commerce and social shopping are all related but have distinct differences (Han et al. 2018). Social commerce is a type of e-commerce, a shopping experience using technology, which allows interaction between sellers and consumers while shopping, providing a mechanism for social shopping activities (Shen 2012;Sturiale and Scuderi 2013; Wu et al. 2018). To summarize, e-commerce is the broader term that encompasses all commercial transactions that take place online (Chaffey et al. 2019), social shopping presents itself as a subcategory of social commerce (Li 2019) focusing on the social aspect of shopping (Wu et al. 2018), while social commerce integrates social media with e-commerce to create a seamless shopping experience (Liao et al. 2022) (see Figure 1). Adm. Sci. 2023,13, 213 5 of 21 Adm. Sci. 2023, 13, x FOR PEER REVIEW 5 of 21 shopping, providing a mechanism for social shopping activities (Shen 2012; Sturiale and Scuderi 2013; Wu et al. 2018). To summarize, e-commerce is the broader term that encompasses all commercial transactions that take place online (Chaffey et al. 2019), social shopping presents itself as a subcategory of social commerce (Li 2019) focusing on the social aspect of shopping (Wu et al. 2018), while social commerce integrates social media with e-commerce to create a seamless shopping experience (Liao et al. 2022) (see Figure 1). Figure 1. Relationship between social shopping, social commerce and e-commerce. The Table 1 summarizes the concepts of e-commerce, social commerce and social shopping by combining different authors’ contributions. Table 1. Concepts of e-commerce, social commerce and social shopping. Concept Description Authors E-commerce E-commerce refers to the buying and selling of products and services online via a website or mobile app. E-commerce allows consumers to buy products from anywhere, at any time and from a wide range of merchants. Bilgihan et al. (2016); Jain et al. (2021); Niranjanamurthy et al. (2013) Social commerce Social commerce refers to the use of social media platforms for commercial transactions. It combines social media with e-commerce to create a seamless shopping experience for consumers. Social commerce allows consumers to search for products, interact with brands and influencers and use social media be able to head directly to the product on the website to purchase. Busalim and Ghabban (2021); Huang and Benyoucef (2015); Molinillo et al. (2018) Social shopping Social shopping refers to the use of social media platforms, such as Facebook, Instagram or TikTok, to shop and purchase products. Social shopping allows consumers to search for products, connect with friends and influencers and shop directly within a social network. Kim and Chan-Olmsted (2022); Liao et al. (2022); S. Wang (2020) 3. Methodology and Research Design This paper, supported by a bibliometric study, focuses on social shopping and aims to answer the following four research questions: RQ1: How has the concept of social shopping evolved in academic research over the past 20 years?; RQ2: Which are the most influential scientifical publications on social shopping?; RQ3: Which themes involving social shopping are the most popular and emergent among scholars?; RQ4: What are future research areas in the field of social shopping? e-commerce Social commerce Social shopping Figure 1. Relationship between social shopping, social commerce and e-commerce. The Table 1summarizes the concepts of e-commerce, social commerce and social shopping by combining different authors’ contributions. Table 1. Concepts of e-commerce, social commerce and social shopping. Concept Description Authors E-commerce E-commerce refers to the buying and selling of products and services online via a website or mobile app. E-commerce allows consumers to buy products from anywhere, at any time and from a wide range of merchants. Bilgihan et al. (2016); Jain et al. (2021); Niranjanamurthy et al. (2013) Social commerce Social commerce refers to the use of social media platforms for commercial transactions. It combines social media with e-commerce to create a seamless shopping experience for consumers. Social commerce allows consumers to search for products, interact with brands and influencers and use social media be able to head directly to the product on the website to purchase. Busalim and Ghabban (2021); Huang and Benyoucef (2015); Molinillo et al. (2018) Social shopping Social shopping refers to the use of social media platforms, such as Facebook, Instagram or TikTok, to shop and purchase products. Social shopping allows consumers to search for products, connect with friends and influencers and shop directly within a social network. Kim and Chan-Olmsted (2022); Liao et al. (2022); S. Wang (2020) 3. Methodology and Research Design This paper, supported by a bibliometric study, focuses on social shopping and aims to answer the following four research questions: RQ1: How has the concept of social shopping evolved in academic research over the past 20 years?; RQ2: Which are the most influential scientifical publications on social shopping?; RQ3: Which themes involving social shopping are the most popular and emergent among scholars?; RQ4: What are future research areas in the field of social shopping? With bibliometric analysis using statistical tools, it is possible to carry out a quantitative analysis of scientific production (Ellegaard and Wallin 2015), through a systematic, transparent and reducible review process (Zupic and ˇ Cater 2015). It is also possible to aggregate bibliographic data, using the example of citation, to discover the main themes and research trends. However, it also has limitations unless, for example, certain qualitative elements are considered, such as the impact factor of a journal (Hicks et al. 2015). Adm. Sci. 2023,13, 213 6 of 21 Bibliometric analysis methods are used to provide an overview of published scientific articles. This type of analysis is based on the processing of bibliometric data collected in databases such as Scopus, Dimensions, The Lens, PubMed or Web of Science. In recent years, bibliometric methods have been increasing in research works, due to their reliability and, mainly, their efficiency (Mukherjee et al. 2022). The methodology of this bibliometric analysis was based on the PRISMA method, which presents a set of guidelines for the preparation of systematic reviews and metaanalyses (Moher et al. 2009,2015). These guidelines consist of a 27-point checklist and a 4-phase flowchart. This list includes the study title, abstract, introduction, methods, results, discussion and funding, as well as points related to search strategy, study selection, data extraction and risk of bias assessment (Page et al. 2021). The database chosen was The Lens, a free and open data platform with 144.3 million patents and 252.1 million academic scientific articles and research papers in the fields of science, technology, engineering and mathematics for researchers and students (The Lens n.d.). The keywords ‘social shopping’, ‘online shopping’ and ‘digital shopping’ were used to perform the search from a disjunctive perspective, using the OR operator between the three words. The analysis focused on the last 20 years, that is, the search was restricted to publications between 2003 and 2022. The perspective of technical–scientific quality existing in the type of publication, journal articles, books, book chapters, conference proceedings and conference proceedings was considered. Also, to obtain more specific results within the scope of this study, ‘business’, ‘e-commerce’ and ‘marketing’ were selected as fields of study. A total of 28,520 publications were obtained. In a previous analysis of the results, it was understood that some publications did not focus on the research field. Thus, the search was refined using the fields, title, abstract, keywords and field of study and 15,322 publications were obtained. Finally, for the analysis and visualization of the data obtained, the VOSviewer software version 1.6.19 and the Biblioshiny software version 4 were used. The second software was used to be able to generate graphs that allow for a better graphical representation compared to VOSViewer. The analysis looks at the distribution of publications over the 20 years analyzed, also identifying the five types of documents considered: book, conference proceedings article, book chapter, journal article and conference proceedings. The top 10 journals that contributed the largest number of publications, the top 10 countries with the largest number of publications, the top 10 authors and the top 10 most-cited articles are identified. Finally, analysis of co-citations, keyword analysis and keywords by cluster analysis are part of step 5 (see Figure 2). The following figure presents the methodology used in the research, based on the PRISMA method. Adm. Sci. 2023,13, 213 7 of 21 Adm. Sci. 2023, 13, x FOR PEER REVIEW 7 of 21 Figure 2. Methodology. 4. Analysis 4.1. Descriptive Analysis This study includes 15,322 documents over a period time of 20 years, i.e., between 2003 and 2022. Figure 3 shows the volume of annual scientific production resulting from the research carried out considering the elements presented in steps 2 and 3 in Figure 2. Thus, it is possible to verify that the annual scientific production on the topic of social shopping shows growth. Considering that, in 2003, 159 documents were published and, in 2022, 2395 documents were published, the growth was 1406%. Figure 2. Methodology. 4. Analysis 4.1. Descriptive Analysis This study includes 15,322 documents over a period time of 20 years, i.e., between 2003 and 2022. Figure 3shows the volume of annual scientific production resulting from the research carried out considering the elements presented in steps 2 and 3 in Figure 2. Thus, it is possible to verify that the annual scientific production on the topic of social shopping shows growth. Considering that, in 2003, 159 documents were published and, in 2022, 2395 documents were published, the growth was 1406%. The biggest annual increase is seen in 2021, possibly due to the change in consumer behavior because of COVID-19, thus posing challenges for companies in optimizing online shopping, boosting online channels and, at the same time, the concern of researchers to analyze these transformations through online shopping, particularly in social shopping. The statistics show that 15,322 publications were published in 6384 different journals. Table 2shows that the top 10 journals accounted for 945 of the publications, with Sustainability magazine having the highest number: 191 publications. Adm. Sci. 2023,13, 213 8 of 21 Figure 3. Evolution of the number of publications by type of document. Table 2. Top 10 journals by number of publications. Journal Field Number of Publications Sustainability Energy, Environmental Science, Social Sciences 191 SSRN Electronic Journal Social Sciences, including Economics, Law, Corporate Governance and Humanities 159 International Journal of Retail & Distribution Management Business, Management and Accounting 143 Journal of Emerging Technologies and Innovative Research Technological 88 Journal of Retailing and Consumer Services Business, Management and Accounting 81 Journal of the Korean Society of Clothing and Textiles Arts and Humanities, Engineering, Materials Science, Social Sciences 66 IOP Conference Series: Materials Science and Engineering Engineering, Materials Science 56 Journal of Physics: Conference Series Physics and Astronomy 55 Frontiers in Psychology Psychology 54 European Journal of Business and Management Business, Management and Accounting, Economics, Econometrics and Finance 52 Adm. Sci. 2023,13, 213 15 of 21 (Busalim and Ghabban 2021). For this reason, companies need to be aware of their public image and take steps to build and maintain a strong brand reputation (Devita et al. 2021). 4.3.5. Cluster 5 (Purple) Cluster 5 incorporates the keywords ‘brand identity’, ‘repurchase intention’ and ‘switching intention’. Brand identity is important in social shopping, as it helps to differentiate a business from its competitors and build a strong and recognizable brand image (Wang et al. 2020). By effectively communicating their brand identity through social media, businesses can attract and retain customers who share their values and preferences (Bilgin 2018). This can be an effective way to build a brand identity, as companies can use social media to showcase their products and values in a way that matches their target audience (Kumar and Singh 2020). Repurchase intention is another important factor to consider in social shopping. Customers who have a positive experience with a brand are more likely to repurchase from that brand in the future (Chinomona and Maziriri 2017). Social shopping can help build customer loyalty by creating a more appealing and personalized shopping experience for customers (Xu and Lee 2019). 4.3.6. Cluster 6 (Light Blue) Cluster 6 groups the keywords ‘motivation’ and ‘theory of planned behavior’. Motivation plays a key role in social shopping, as customers are often motivated by factors such as social influence, personal interest and convenience in making purchasing decisions (Busalim and Ghabban 2021). The theory of planned behavior is a theoretical framework that helps explain the factors that influence human behavior, including consumer behavior (Ajzen 2020). According to the theory, behavior is influenced by three factors: attitudes, subjective norms and perceived behavioral control (Shin and Hancer 2016). In the context of social shopping, the theory of planned behavior can help explain the factors that influence customers’ purchasing decisions (Li 2019). The social influence of friends and their perceived control over the shopping process can all have an impact on their behavior (Zhao et al. 2020). 5. Findings and Conclusions With the COVID-19 pandemic in 2020, online shopping, especially on social media, has grown, which has led to a high interest in scientific production on the same topic. Although, in 2003, there were already 159 publications, it was in 2019 that more than half of the volume of scientific publications (54%) that were released between 2003 and 2022 took place. This growth follows the waves of the evolution of e-commerce and, in 2010, a third wave of growth in e-commerce occurred. In addition to mobile devices, social networks are taking on a more important role in business marketing, as they help businesses to advertise, promote and sell their products and services; thus, social networks are also beginning to introduce their e-commerce model. The importance of social shopping is also reinforced by the emergence of new tools on Facebook and Instagram in 2017. The keyword ‘social media’ stands out. Social media plays a crucial role in e-commerce and social shopping, providing a platform for consumers to engage with and influence each other’s purchasing decisions. Technology adoption was also corroborated, as ‘technology adoption’ is one of the keywords presents. E-commerce and all the categories it encompasses, including social shopping, has seen a strong evolution in the years following the COVID-19 pandemic. In the last three years of the 20 years analyzed, 39% of scientific production was recorded in the study area. This value can be seen as representative of the importance that social shopping has aroused among academics in the last three years. In turn, the keyword ‘COVID-19’ is also one of the most used, in addition to the words ‘coronavirus’, ‘pandemic’ and ‘SARS-CoV-2’, which demonstrates the concern about the impact of the pandemic on academia. Adm. Sci. 2023,13, 213 16 of 21 With the results obtained in this study, we can conclude that the countries and regions with the most scientific production were the USA, the Asian continent (China, Indonesia, India, Taiwan, South Korea, Malaysia), the United Kingdom and Australia. The level of scientific production is aligned with the business reality. In addition, the USA is one of the few countries in the world where Facebook and Instagram allow social shopping, providing special tools and, above all, allowing users to shop directly on these social networks.. The keyword ‘china’ was also highlighted, which is reflected in the Chinese business perspective and business dynamics. Some Asian countries, the US and the UK also already have social shopping on TikTok. This tool is new and still evolving, providing sellers with special tools to sell and users can buy directly from the social network. In any type of commerce, whether physical or online, the consumer plays an important role, as customers are the main reason for the existence of companies. Consumer behavior is crucial not only in social shopping, but in e-commerce in general because it determines consumers’ purchasing decisions and the success of their platforms. Thus, the keywords, ‘consumer behavior’, ‘consumer satisfaction’, ‘purchase intention’, ‘shopping behavior’, ‘risk perception’ and ‘repurchase intention’ were suggested. With the bibliometric analysis carried out, it was confirmed that consumer behavior, social networks and marketing are the most common themes related to social shopping. Marketing also has some relevance in scientific production and the keywords ‘marketing’ and ‘advertising and promotion’ were identified. Marketing is essential in e-commerce and social shopping because it helps companies to reach and engage with their target audience, create brand awareness and drive sales. Although COVID-19 no longer has the impact on companies that it did at the height of the pandemic, it has changed consumer behavior, created a concern among companies about the need to expand their digital presence, encouraging them to explore new marketing channels that, until now, had seen little investment by organizations. But this strategy, which involves social shopping, implies not only the usual monitoring of consumer behavior and satisfaction, but also an effective response from the technological capacity installed. Technology must be adapted to the needs of customers so that it can be adopted by them to fulfil an omnichannel vision. 5.1. Theoretical and Managerial Implications This work on social shopping can contribute to both management and academia. By analyzing the existing literature on social shopping, the study provides a comprehensive view of the current state of research, identifying the main themes, trends and research gaps, i.e., non-existent themes, such as, for example, the non-prevalence in the publications studied of a customer relationship management strategy from the perspective of social shopping. Companies can also benefit, as this study identified elements that should be worked on by the marketing of companies seeking to boost social shopping, such as the risk factor, advertising and promotion, price, brand identity and repurchase intention. It is hoped that companies can create more personalized and engaging shopping experiences for consumers, becoming more competitive in the rapidly evolving world of e-commerce. 5.2. Limitations and Future Research The results obtained were a consequence of the choices made in steps 1 to 3, as presented in the methodology and research design section, namely, the database used and, especially, the words that supported the search. These choices therefore constitute a limitation of the work carried out. In future work, it would be relevant to explore the contributions that technology can make to boost social shopping. Therefore, it is suggested to develop a study on the link between social shopping technology and social media marketing. Adm. Sci. 2023,13, 213 17 of 21 Author Contributions: Conceptualization, B.B. and J.D.S.; methodology, B.B. and J.D.S.; software, B.B.; validation, B.B. and J.D.S.; formal analysis, B.B.; investigation, B.B. and J.D.S.; resources, J.D.S.; data curation, B.B.; writing—original draft preparation, B.B.; writing—review and editing, J.D.S.; visualization, J.D.S.; supervision, J.D.S.; project administration, J.D.S.; funding acquisition, J.D.S. All authors have read and agreed to the published version of the manuscript. Funding: This work is financed by Portuguese national funds through FCT—Fundação para a Ciência e Tecnologia, under the project UIDP/05422/2020. Institutional Review Board Statement: Not applicable. Informed Consent Statement: Not applicable. Data Availability Statement: Not applicable. Conflicts of Interest: The authors declare no conflict of interest. References Accenture. 2022. 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