SOCIAL MEDIA CUSTOMER ENGAGEMENT: A BIBLIOMETRIC AND NETWORK ANALYSIS Tiladela Luhita(a,b*), Cheng-Hsui Chen (b)
a) Universitas Jenderal Soedirman
b) National Yunlin University of Science and Technology
Abstract
In recent years, there has been a rise in interest among both academics and practitioners in the field of consumer engagement research. As a result of the evolution of digital platforms over the past two decades, consumer engagement has also grown into social media. Since 2006, the Marketing Science Institute has called for more study on engagement, and it has remained a top research topic for years. Using consumer engagement, scholars also attempt to resolve a number of social media-related issues and make them more beneficial for the company. Despite substantial progress, the body of social media customer engagement research still has an unstable knowledge structure. Therefore, this study aims to investigate the theoretical foundations of studies focusing on customer engagement on social media. Using bibliometric analysis, this work fills an essential void by mapping the intellectual structure of consumer engagement research in the context of social media and suggesting future research possibilities for scholars in this subject. The bibliometric analysis of 1383 articles in the relevant field was performed using VOSviewer software. Some of the most important discoveries are the leading nations, journals, papers, and authors, the evolving research streams, and the potential future research orientations in the field. With the current network analysis results, a plan for future customer engagement on social media studies is provided.
Keywords: Customer Engagement- Social Media- Bibliometric Analysis
