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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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2025-08-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22751/IM_2025_03_Rawangngam.pdf |
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| _version_ | 1849224436055539712 |
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| author | Niramon Rawangngam Pimlapas Pongsakornrungsilp Chukiat Siriwong Kanokkan Ketkaew Sasawalai Tonsakunthaweeteam Vikas Kumar |
| author_facet | Niramon Rawangngam Pimlapas Pongsakornrungsilp Chukiat Siriwong Kanokkan Ketkaew Sasawalai Tonsakunthaweeteam Vikas Kumar |
| author_sort | Niramon Rawangngam |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-4db66a69be7544ba83d153ccc0789a80 |
| institution | Kabale University |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-08-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-4db66a69be7544ba83d153ccc0789a802025-08-25T09:05:27ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-08-0121319721410.21511/im.21(3).2025.1522751Social media and consumer engagement: A bibliometric analysis and future research directionsNiramon Rawangngam0https://orcid.org/0009-0003-1687-4212Pimlapas Pongsakornrungsilp1https://orcid.org/0000-0002-9290-0115Chukiat Siriwong2https://orcid.org/0009-0006-8488-6321Kanokkan Ketkaew3https://orcid.org/0009-0009-3118-5742Sasawalai Tonsakunthaweeteam4https://orcid.org/0009-0005-8576-8880Vikas Kumar5https://orcid.org/0000-0002-8062-7123M.S. (Information Technology), Lecturer, School of Management, Department of Digital Marketing, Walailak University, ThailandPh.D. in Management, School of Management, Center of Excellence for Tourism Business and Creative Economy, Department of Tourism and Prochef, Walailak UniversityPh.D., Lecturer, Faculty of Business Administration and Liberal Arts, Department of Tourism and Hospitality, Rajamangala University of Technology, Lanna Campus, ThailandPh.D., Lecturer, School of Management, Department of Digital Marketing, Walailak University, ThailandPh.D., Faculty of International Trade and Economics, University of International Business and Economics, China; Doctoral Student from 2018 to 2022, Independent Researcher, ThailandPh.D., Professor, Faculty of Business, Laws, and Social Sciences, University of Portsmouth, UKType 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.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22751/IM_2025_03_Rawangngam.pdfconsumer behaviorconsumer engagementdigital marketingsocial media |
| spellingShingle | Niramon Rawangngam Pimlapas Pongsakornrungsilp Chukiat Siriwong Kanokkan Ketkaew Sasawalai Tonsakunthaweeteam Vikas Kumar Social media and consumer engagement: A bibliometric analysis and future research directions Innovative Marketing consumer behavior consumer engagement digital marketing social media |
| title | Social media and consumer engagement: A bibliometric analysis and future research directions |
| title_full | Social media and consumer engagement: A bibliometric analysis and future research directions |
| title_fullStr | Social media and consumer engagement: A bibliometric analysis and future research directions |
| title_full_unstemmed | Social media and consumer engagement: A bibliometric analysis and future research directions |
| title_short | Social media and consumer engagement: A bibliometric analysis and future research directions |
| title_sort | social media and consumer engagement a bibliometric analysis and future research directions |
| topic | consumer behavior consumer engagement digital marketing social media |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22751/IM_2025_03_Rawangngam.pdf |
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