Social media and consumer engagement: A bibliometric analysis and future research directions

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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Bibliographic Details
Main Authors: Niramon Rawangngam, Pimlapas Pongsakornrungsilp, Chukiat Siriwong, Kanokkan Ketkaew, Sasawalai Tonsakunthaweeteam, Vikas Kumar
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2025-08-01
Series:Innovative Marketing
Subjects:
consumer behavior
consumer engagement
digital marketing
social media
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22751/IM_2025_03_Rawangngam.pdf
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