Mapping Trends and Future Directions in Consumer Engagement and Loyalty : A Comprehensive Bibliometric and Thematic Analysis

Purpose : Consumer engagement and consumer loyalty are fundamental to the success of contemporary brands. As consumer behavior continually evolved, it was imperative to conduct ongoing research and adaptation to sustain and enhance these essential relationships. Although there is an increasing volume of research available within this domain, there is a noticeable paucity of review studies that synthesized key trends and potential future directions in consumer engagement and loyalty. Addressing this gap, the present study utilized bibliometric and thematic analysis, leveraging modern technologies to integrate global knowledge structures and identify emerging themes. Methodology : This analysis utilized Scopus-indexed literature from 2014 to 2024, focusing on primary keywords such as “consumer engagement,” “customer engagement,” “consumer involvement,” “customer involvement,” “loyalty,” “customer loyalty,” “consumer loyalty,” and “e-loyalty.” Employing VOSviewer, the study conducted co-authorship, citation, bibliographic, and co-occurrence analyses to pinpoint leading contributors and significant research trends. Findings : The findings revealed that several themes garnered considerable attention during the study period. Notably, research extensively explored topics including e-loyalty, brand engagement, brand value, perceived value, brand loyalty, social networking sites, and tourism engagement. Practical Implications : The study emphasized the importance of co-creation and the relevance of community building in improving consumer relations for practitioners. Managers prioritized customer inclusion in product development and campaigns while leveraging data analytics and artificial intelligence to personalize experiences and foster brand loyalty. Originality : This paper provided a quantitative synopsis of the principal contributors and research trends, offering valuable insights into the current state and future directions of consumer engagement and loyalty research.