Mapping the Field of Social Media Engagement: A Literature Review Using Bibliometric Analysis

Abstract

The aim of this article is to analyse the existing literature on social media engagement using bibliometric techniques to examine its evolution since its introduction in the business, management and accounting domains. This study comprises the following techniques based on a bibliometric analysis of 305 research papers extracted from Elsevier’s Scopus from 2011 to February 2021: citation analysis, co-citation analysis, co-occurrence of author keywords. The analysis highlights the essence of research in the field of social media engagement over the last 10 years. Social media engagement based on content, different platforms and various industries emerges as prominent themes in the extant literature. Further, the analysis identifies the most influential authors and journals, pertaining to the field of social media engagement. Lastly, directions for future research have been explained. Journal of Business Research has been a significant contributor to this concept among various other journals. This research will help practitioners obtain a deep understanding of the concept of social media engagement, which they can then use as a strategy to engage with customers.