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Social media marketing has been consolidated as a digital strategy that enables companies to strengthen their online presence. This study aims to examine the trends in social media marketing using a theoretical literature review approach. To achieve this objective, Elsevier's Scopus bibliographic database was accessed, where scientific production related to the concept of "social media marketing" was collected using a keyword search equation that establishes the criterion that this concept appears in the title, abstract, or keywords of each publication. The results show a production of 752 scientific articles related to social media marketing and an annual growth of 16% in publications. A Sankey diagram based on 10 articles reflecting connections in their fields determined that the most prominent terms were social media marketing, social media, and marketing. This indicates that the central focus of the research is linked to marketing strategies and their digital transformation. Four scientific articles with the highest number of citations were also selected for discussion. It is concluded that social media marketing is considered a growing field of research due to its annual growth in research and the progressive increase in the average citation rate per document. This reflects the interest of researchers and academics in continuing to contribute empirical knowledge to this discipline.
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