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

As 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 engage-ment. 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 be-havior, 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.