Journal of African Development

The study aims to provide a detailed summary of the previous study conducted on social media advertising and consumer buying behaviour in fashion industry during 2007–2025 using VOS viewer application. For the keyword search, a Scopus database is utilized. After applying the required filters, the major contributors in terms of authors, journals, documents, and countries have been recognized. Out of 2348 records, a total 118 records were generated by the Scopus database in the form of comma separated values file. This CSV file was further used for the bibliometric analysis. This study gives a view for an analysis of citation, co-citation, bibliography coupling, and the co-occurrence of author keywords. This study is a combination of PRISMA model, systematic literature review and bibliometric analysis. Findings highlight India as a leading contributor, Dhir A. as the most influential author, and Cogent Business and Management as the top journal. Overall, publications grew steadily until 2024. The study adds a tremendous amount of value to the existing body of research. The contribution made by this paper assisted marketers and industry in gaining previous and current insight in the field of social media advertising and consumer buying behaviour in fashion industry..  ..