Research Trends in Social Media Engagement and Consumer Behavior: A Bibliometric Analysis
DOI:
https://doi.org/10.54518/ebh.5.5.2026.1542Keywords:
Consumer Behavior, Digital Marketing, Social Media Engagement, Thematic EvolutionAbstract
Digital transformation has intensified the role of social media in shaping consumer engagement and behavior in digital marketing. This study examines how scientific publications have developed, maps the intellectual structure, dominant themes, scientific collaboration networks and emerging trends in the study of social media engagement and consumer behavior. This study uses bibliometric analysis to examine the intellectual structure, research trends, and thematic evolution of social media engagement and consumer behavior in digital marketing. Data from Scopus yielded 88 relevant documents published between 2014 and 2026 after PRISMA screening, which were analysed using VOSviewer for co-occurrence, overlay, and density visualisation. Results reveal a significant growth in the number of publications, especially from 2022 to 2025, indicating an increasing academic interest in digital consumer behavior and social media engagement. The intellectual structure includes five main clusters: consumer behavior and purchase decisions; user engagement and brand interaction; digital marketing strategies; digital marketing communication; and statistical analysis and structural models. They also pointed to new trends like influencer marketing, social commerce, artificial intelligence, machine learning, behavior prediction, and AI-driven engagement. The study assists in mapping conceptual relationships and provides direction for future studies on digital marketing and consumer behavior.
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Copyright (c) 2026 Ditalia Puspita Kusuma, Tony Wijaya, Agung Utama
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