Knowledge Mapping of Social Media’s Role in Health Insurance Outreach (2013–2025)

Abstract

The intersection of social media and health insurance has become an important area of research due to the rapid digitalization of healthcare communication and consumer engagement. This study provides a comprehensive bibliometric and thematic analysis of publications between 2013 and 2025, retrieved from the Scopus database, focusing on the role of social media marketing in health insurance outreach. After applying filters, 61 relevant articles were analyzed across business, management, social sciences, and economics domains. Using bibliometric techniques, the research maps publication trends, identifies influential authors, journals, and institutions, and uncovers thematic clusters shaping this field.

The results indicate a sharp growth in research after 2020, coinciding with global digital transformation and the COVID-19 pandemic, which emphasized the importance of digital health communication. India, China, and the USA emerged as leading contributors, while European countries, particularly Germany and Sweden, produced highly cited works. Key thematic areas include social media as a communication tool, purchase intention and consumer behavior, trust and credibility, and digital health marketing strategies. Motor themes such as networking and consumer engagement dominate the field, while emerging themes like artificial intelligence, digital transformation, and telemedicine highlight future directions.

Overall, the findings demonstrate a clear evolution from exploratory studies on social media use toward strategic applications in consumer adoption and health insurance marketing. This study enriches understanding of the intellectual structure of the domain and provides a foundation for future interdisciplinary research integrating healthcare, marketing, and digital technologies.