Social Media and New Product Development : Mapping Knowledge Structures and Research Frontiers
Authors
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Sonica Rautela
Associate Professor (Corresponding Author), Symbiosis Centre for Management Studies, Pune, Symbiosis International (Deemed University), Pune, Survey # 231, Near Lunkad Gold Coast, Viman Nagar, Pune - 411 014, Maharashtra
https://orcid.org/0000-0002-2891-3819
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Sourav Mondal
Assistant Professor, Indian Institute of Management Jammu, Jammu & Kashmir
https://orcid.org/0000-0002-4391-1520
DOI:
https://doi.org/10.17010/ijom/2026/v56/i8/176078Keywords:
social media, new product development, bibliometric analysis, knowledge structures, research frontiers.Publishing Chronology: Paper Submission Date : October 31, 2025 ; Paper sent back for Revision : June 20, 2026 ; Paper Acceptance Date : July 10, 2026 ; Paper Published Online : August 17, 2026.
Abstract
Purpose : The study aimed to uncover the domain of social media and new product development (NPD), map the knowledge landscape, and identify research frontiers.
Design/Methodology/Approach : Bibliometric analysis was conducted using 357 documents retrieved from the Scopus database. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses protocol was leveraged to ensure a systematic and objective process for determining, screening, and incorporating pertinent studies in the study domain. VoSviewer, CiteSpace, and the Biblioshiny app of Bibliometrix were used to visualize and comprehend the bibliometric indicators and intellectual frameworks.
Findings : The study provided insights into the domain and identified three key conceptual clusters: Customer Co-creation and Social Media: Connecting the Dots, Dynamic Capabilities of Firms: The New Success Mantra, and Creativity and Innovation: Restructuring Human and Organizational Structures. The study also underlined the evolution of past literature and the study parameters.
Practical Implications : The study offered managers and policymakers insights into the literature on NPD. The key insights provided policymakers an avenue to critically evaluate social media and the extent of freedom and usage required for NPD.
Originality/Value : The study represented the first comprehensive bibliometric analysis that explored social media from the lens of NPD. It mapped the knowledge structures, delineated key themes emerging from the previous literature, and opened novel pathways for imminent research.
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