Customer Engagement in Online Brand Communities (OBCs): A bibliometric analysis

Abstract With the advancement in technology and convenience of social media, the customers and marketers' adoption and use of online brand communities have extensively increased. Customer engagement in social media brand communities has become an emerging research topic in the marketing area that has recently brought attention to researchers. The present study conducted bibliometric analysis to evaluate the current level of research has been conducted on the concept of customer engagement in online brand communities. The study has extracted the data from the Scopus database. The study identified 174 relevant research papers, and data was analysed with the help of a bibliometric tool called Bibliometrix. The study has presented significant findings and given some future research directions.