Abstract

Objectives: The aim of the study is to conduct bibliometric and content analyses based on reading and analyzing 871 online customer engagement papers published in the last 14 years. Methods: The SPAR-4-SLR protocol and Vos Viewer tool for bibliometric and content analysis. Results: The study enabled us to conduct a bibliometric analysis, through which we examined the performance of authors in terms of citations and co-citations, as well as the performance of countries in relation to online customer engagement articles. We also conducted a content analysis, which allowed us to identify five clusters derived from the most frequently occurring keywords, and provide insights into the main thematic areas where online customer engagement is explored. Conclusions: This review underscored the need to examine the specific context and informed methodologies used to measure customer engagement in social media, highlighting its multifaceted character. This study makes a valuable contribution in identifying the direct and indirect influencing factors of customer engagement and the role of new technologies in customer engagement.