Social media and consumer engagement: A bibliometric analysis and future research directions
Type of the article: Research Article AbstractAs digital platforms reshape consumer–brand interactions, social media has become a critical driver of multidimensional consumer engagement. This bibliometric analysis synthesizes 245 peer-reviewed articles published between 2011 and 2024 to map the int...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2025-08-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22751/IM_2025_03_Rawangngam.pdf |
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| Summary: | Type of the article: Research Article
AbstractAs digital platforms reshape consumer–brand interactions, social media has become a critical driver of multidimensional consumer engagement. This bibliometric analysis synthesizes 245 peer-reviewed articles published between 2011 and 2024 to map the intellectual and thematic evolution of research on social media and consumer engagement. Through co-citation, co-authorship, and keyword co-occurrence analyses using VOSviewer, the study identifies six major thematic clusters, including consumer engagement and brand interaction in social media, brand loyalty and consumer behavior, social media marketing & tourism, digital marketing and engagement trends, demographic and content analysis in online advertising, and consumer behavior and social media marketing. Quantitatively, the results show a continuous annual increase in publications and highlight major contributions from the United States, the United Kingdom, and China. Notably, there has been a marked shift from surface-level interaction metrics toward more holistic engagement concepts that emphasize trust, emotional connection, and community co-creation. These insights offer theoretical advancements by expanding engagement frameworks and highlighting practical implications for marketers aiming to design authentic, resonant brand experiences. The study concludes with a set of actionable research directions to guide future exploration and support practitioners in navigating the rapidly evolving digital landscape. |
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| ISSN: | 1814-2427 1816-6326 |