Navigating Consumer Engagement: A Bibliometric Study of Content Marketing Research

Background: This Study explores the critical role of content strategy in fostering consumer engagement across digital platforms. Purpose: By examining various approaches to content marketing, we highlight best practises that enhance audience interaction and brand loyalty. Methods: This research provides a comprehensive bibliometric analysis of content marketing, using a dataset of 106 articles chosen using the PRISMA technique using Scopus analysed by VOSviewer. Results: In addition to highlighting the most cited authors and countries that have contributed to the literature, our analysis uses keyword co-occurrence to outline four important research clusters: Digital Rights in E-Commerce, Engaging Audiences through social media and Digital Marketing, Engagement through Facebook Digital Content and Strategic Content for consumer engagement. Conclusion: This study not only maps the current state of digital content marketing research but also provides actionable insights for scholars and practitioners aiming to enhance and explore new dimensions of this evolving sector.