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Today social media capabilities have enabled businesses and enterprises to more collaboration, engagement and co-creation with their customers. So the current paper expands on this notion. The aim of this study is a bibliometric analysis to examine the trends of publications in the field of co-creation based on social media.

To data collection of quantitative analysis, Scopus database was selected and the collected data were analyzed using Bibliometrix-package. The Web of Science also was selected to retrieve highly cited and hot papers for qualitative part of analysis besides top 10 Scopus highest citation per year documents on June 6, 2020.

The results indicate insights into research trends pertaining to social media-based co-creation, as follows: starting jump to the publications occurred in this researches from the year 2008 and the growth trend is progressing in recent years; the stressful points are “co-design,” “co-creation” and “value co-creation” and concepts such as “open innovation,” “co-innovation” and “co-new product design” are new topics that guide future direction; the USA and UK are leaders in number of multiple and single publications; the most active and top journals that are better suited to achieving a high citation rate per year for a related paper were introduced. In addition, the top documents and highly cited papers were qualitatively analyzed on the basis of times cited per year.

The current study is not free of limitations. The database was limited to only Scopus. So the patterns and trends generated in the study may not be generalized to all social media-based co-creation research. Of course, the authors did not intend to ignore other contributions. It is mainly because of the number of documents retrieved from Scopus database and the coverage, Scopus was selected. Moreover, other types of research techniques such as correspondence analysis can be incorporated to generate additional meaningful insight.

In this time of social media and user-generated content portals, co-creation through social media has become quite popular. So the main innovation of this study is providing a visual presentation of the trends and patterns in the evaluation of social media-based co-creation from the first document about the research area published till 2020. The results of this paper can shed light on the factors that strengthen the contribution of studies in a research area. Generally, the bibliometric items the authors analyzed essentially show the entire field picture and guide researchers toward understanding future trends to produce impactful studies.