Title: A bibliometric analysis of social media's role in shaping parents' behavioural intention for preschool selection

Authors: Vartika Bisht; Shanul Gawshinde; Rajwinder Kaur

Addresses: DBS Global University, Dehradun, Uttarakhand, 248001, India ' USB-MBA, Chandigarh University, Mohali, India ' USB-MBA, Chandigarh University, Mohali, India

Abstract: The purpose of this paper is to explore the usage of social media and the behavioural intention of parents toward the selection of preschools through bibliometric analysis of manuscripts published in the Scopus database. The period from 2012 to 2022 has been considered. The criteria proved that a total of 421 documents could be found for the analysis with the keywords 'social media', 'preschools' and 'behavioural intention'. The VOSviewer tool was then applied to the data for analysing the selected papers. Descriptive, tabular, and visual arrangements have been shown for the discussion of the framework. The findings revealed that there has been an increment in the subject area in the past decade, and it is widely spread in the field of management and accounting. Also, the concept of selecting preschools with an understanding of the behavioural intention of parents using social media has yet to be much explored. Recommendations to carry out integrated research on the subject were made.

Keywords: behavioural intention; bibliometric; preschools; social media.

DOI: 10.1504/IJICBM.2026.154066

International Journal of Indian Culture and Business Management, 2026 Vol.38 No.1, pp.112 - 133

Received: 02 Sep 2023
Accepted: 02 Jan 2024
Published online: 11 Jun 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article