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

Authors

  •   Prerna Arora Assistant Professor – Marketing and General Management (Corresponding Author), Asian School of Business, A Unit of Asian Education Group, Plot A2, Sector - 125, Noida - 201 303, Uttar Pradesh
  •   Anurupa B. Singh Associate Professor, Amity Business School, Amity University Uttar Pradesh, Sector - 125, Noida - 201 303, Uttar Pradesh
  •   Vandana Ahuja Director and Professor, Symbiosis Institute of Business Management, Symbiosis International University, Plot No. 47 & 48, Block A, Sector - 62, Noida - 201 301, Uttar Pradesh
  •   Rupali Kumar Assistant Professor, Asian School of Business, A Unit of Asian Education Group, Plot A2, Sec - 125, Noida - 201 303, Uttar Pradesh

DOI:

https://doi.org/10.17010/ijom/2025/v55/i3/174831

Keywords:

consumer engagement

, loyalty, bibliometric, consumer involvement, consumer behavior.

Paper Submission Date

, July 25, 2024, Paper sent back for Revision, February 12, 2025, Paper Acceptance Date, February 25, Paper Published Online, March 15, 2025

Abstract

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.

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Published

2025-03-15

How to Cite

Arora, P., Singh, A. B., Ahuja, V., & Kumar, R. (2025). Mapping Trends and Future Directions in Consumer Engagement and Loyalty : A Comprehensive Bibliometric and Thematic Analysis. Indian Journal of Marketing, 55(3), 8–33. https://doi.org/10.17010/ijom/2025/v55/i3/174831

Issue

Volume 55, Issue 3, March 2025

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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