The ongoing digital revolution has fostered a technology-based environment wherein social media has evolved as a primary means of communication and information sharing, impacting the prospects of businesses of all sizes and sectors, along with consumption, choices and buying of consumers worldwide. However, evidence shows that multiple factors affect the intention to adopt social media (SM). This study focuses on the adoption of social media by entrepreneurs and emerging businesses in terms of the effect of two aspects of the promoters: personality traits and entrepreneurial traits, and their influence on the perception of social media innovation characteristics. Literature encompassing both these aspects is scant, leaving a gap in the understanding of how they affect users/adopters of SM differently. This study aims to explore the gap by using the thematic structure for the personality traits and entrepreneurial traits with an examination of studies. We use the Scopus database to access relevant recent studies ranging from 2011 to 2023 and use bibliometric analysis and co-occurrence analysis for assessment. Our analysis reveals that there are 9 clusters of personality traits i.e. trust and transparency, big 5 traits, knowledge creation, consumer behavior, insights, intention impulsive nature, Cultural intelligence and Innovation, and social media usage. Further, with co-occurrence analysis, the research directions in this field are determined. The findings of this study focus on indicating the role played by these clusters in differing perceptions of adopters of SM