Abstract

The aim of this article is to shed light on the topic of strategic planning and control, with a specific focus on investigating its connection to the proliferation and utilization of social media. The analysis was conducted through a systematic and structured literature review. A co-occurrence and bibliographic coupling analysis using VOSviewer software was carried out. The research findings encompass a comprehensive analysis of paper frequency across different parameters, including publication year, country of origin, and source of publication. Moreover, the study involves identifying the five most frequently cited papers in the field of strategic planning in relation to the influence of social media. Social media represent a significant innovation from which companies can benefit in various ways. The originality of the study is derived from its comprehensive investigation and systematic review of studies within the field of social media and their interaction with strategic planning and control, which have not been consolidated until now. Practical implications of the research suggest a guideline for companies to discover the potentials of social media in terms of strategic planning and control. Theoretical implications are integrated into the perspectives proposed through the systematic literature review, providing guidance for future research.

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