Evolution of Consumer Brand Engagement in Past Two Decades: A Systematic Analysis

Abstract

In recent years, as new technologies have developed, consumer engagement with the brand has become a primary focus for many companies. As a result, in the last two decades, there has been a tremendous rise in the number of researches on consumer brand engagement due to the many innovative ways companies use for consumer engagement. This article analyses consumer brand engagement studied across the globe during the last two decades using advanced bibliometric analysis tools such as Biblioshiny and VOSviewer. By analysing a total of 981 research articles written from the year 2000 onwards in various journals indexed in Scopus. The study tries to map the literature on consumer brand engagement and its progress in terms of technological advancements. The results indicate that there has been a steady rise in the research conducted on consumer brand engagement since 2010. The United States is one of the major contributing countries in the number of studies on consumer brand engagement. As it is a multidisciplinary field, studies are conducted in different fields such as psychology, management, etc., which is observed from the journal-wise analysis. This study analyses that the introduction of newer technologies has direct impact on the number of researches conducted. Thus, the study provides relevant inputs to practitioners and academicians regarding further development on this topic.