A Bibliometric Analysis of AI as a Decision-Support Tool for Social Media Content Creation

Abstract

The reliance on social media as a digital marketing tool has motivated creators and organizations to make properly informed decisions on producing content. Recently, artificial intelligence (AI), in the form of generative models, has shown promising results in supporting decision-making. However, existing research on AI-supported content decision-making remains fragmented, as most focus on either the analytical or the creative production side without presenting the field as a whole. This study addresses this gap through a bibliometric analysis. By using Scopus as our data source, we retrieved publications from 2015 to 2025 using AI, social media and decision-making as our main keywords. The results of the initial search were filtered to only include journal articles and conference papers. Then we use Microsoft Excel for descriptive trend analysis and VOSviewer to generate keyword co-occurrence and density visualizations. The trend analysis shows that there is a lack of publication activity in the early years with a noticeable rise in 2024 and 2025, while the keyword co-occurrence map reveals that the research field is divided between marketing-oriented analytics and technological applications of AI, and the density visualization map reveals an imbalance in research focus, with terms such as artificial intelligence and digital marketing dominating the field while terms such as generative AI, personalization, and decision-making are underexplored. Future research could explore how AI's capabilities can be integrated into the content creation decision-making process to determine whether they enhance content quality, thereby reducing the research imbalance.