A Bibliometric Study on Effect of Social Media Marketing on Customer Engagement

Abstract

Social Media (SM)is a platform where social media websites and social networking site are used to market a business firm’s product/brand. Social Media Marketing (SMM) helps new and existing businesses to engage with their existing and prospective customers. Customer Engagement (CE) is the emotional bond between external customers and a business/product. Highly engaged customers tend to demonstrate more loyalty towards a business/product. SMM activities of business firms tend to trigger the buying intention of customers towards their products. This review paper has attempted to find out the research work carried out across the globe addressing the SMM activities of business firms.The review paper has addressed two major marketing implications and outcomes of social media marketing namely, consumer engagement and consumer buying intention. At the end of this review paper, a conceptual model has been proposed by the researchers as a direction towards future research work.The review paper might be an eye opener to those researchers who would like pursue their research work in the area of social media marketing.