A Bibliometric Analysis on Social Media Engagement: Current State and Future Research Directions

Nida Zaheer; Waseem Hassan; Aneeq Inam

doi:10.62270/jirms.v6i3.121

Authors

Nida Zaheer Assistant Professor, School of Busines, Faculty of Management Sciences, University of Central Punjab https://orcid.org/0000-0001-7847-8352
Waseem Hassan Associate Dean, School of Busines, Faculty of Management Sciences, University of Central Punjab
Aneeq Inam School of Business and Quality Management, Hamdan Bin Mohammed Smart University https://orcid.org/0000-0001-7682-2244

DOI:

https://doi.org/10.62270/jirms.v6i3.121

Keywords:

Social Media engagement, Bibliometric, Customer Engagement, social media, Digital Marketing

Abstract

Purpose—This study aims to critically examine the historical evolution of the notion of customer social media engagement using bibliometric techniques. Based on Scopus databases records from 2004-2022, we quantified the field's growth and synthesized its intellectual structure.

Study Design/methodology/approach—We examined the Scopus database and found 158 articles from 2004-2022 after carefully assessing the requirements. We used Bibliophagy to report indicators, annual growth = 23.85%, average citations per article = 27.91, and international co-authorship=26.75%, as well as performance analysis (sources, authors, nations) and science mapping (keyword dynamics, theme mapping). We explored geographical distribution, growth trajectory, the number of studies on social media engagement, the primary themes covered, and the most prominent authors. We then manually evaluated articles to identify determinants of customer social media engagement.

Findings—The literature demonstrates significant post-COVID acceleration and service sector domination. Active and passive behaviors are frequently explained by six driver families: motivational, user engagement, personal, brand, social, and community. We combine these into an integrated SME Driver Architecture, defining mediating mechanisms (e.g., psychological ownership, perceived value) and boundary conditions (e.g., context, culture).

Practical implications—For managers, the framework connects content, platform capabilities, and community design to measurable engagement outcomes; for academics, it provides testable hypotheses and a defined agenda for longitudinal and cross-industry research.

Originality/value—This study presents a multi-level SME Driver Architecture that describes the mechanisms and boundary conditions that connect six driver families to active and passive participation. The approach generates testable ideas and a plan for cross-industry generalization.