Since social media's first inception on the basis of web 2.0 technology, the world has seen its exponential rise (Kaplan & Haenlein, 2010). The high rate of adoption demonstrates the extent to which social media penetrated our daily lives (Ye et al., 2021). The rise of social media is mostly due to technological developments including increased broadband availability, improved software tools, and the development of powerful computer and mobile devices (Salloum et al., 2018). Numerous social media websites have emerged as a result of the development of Web 2.0 technology; some well-known examples include YouTube, Twitter, and Facebook. These platforms offer internet users several chances to contribute and produce content about everything, including brands (Muntinga et al., 2011). In 1997, Six Degrees.com, the first social networking website, was introduced. Since then, a large number of social networking sites have been developed, and their user bases have steadily increased (Boyd & Ellison, 2008). (Kaplan & Haenlein, 2010) defined social networking media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and allow the creation and exchange of user-generated content. According to Gartner (2019), social media is "an online environment in which the content is created, consumed, promoted, distributed, and discovered or shared for purposes that are primarily related to communities and social activities, rather than functional, task-oriented objectives".

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Keywords: Social Media, Bibliometric Analysis, Web 2.0 Technology, Internet-Based Applications.