This study offers a bibliometric analysis of impression management (IM) within the evolving landscape of individual and organizational communication, shaped by emerging digital technologies. By analyzing 262 peer-reviewed journal articles indexed in Scopus between 2000 and 2024, the research examines the thematic structure of this interdisciplinary domain.
Performance analysis and co-occurrence network mapping findings reveal a growing interest in IM, particularly over the past decade. The study identifies four core thematic clusters: IM for identity construction through social media; technological augmentation of communicative credibility and authenticity; branding, self-presentation, and user engagement through IM in the age of digital intermediation; socio-psychological dimensions of IM in digital contexts.
The research shows that while IM has been widely explored in psychology, communication, and information science, it remains underrepresented in management and business studies.
The present study contributes to the literature on IM by providing a systematized, multidisciplinary overview of the topic and proposing directions for future research. It advocates for a deeper integration of IM into knowledge management and digital transformation frameworks, emphasizing the need for new communication paradigms to address current challenges.