ISSN: 2222-6990
Open access
Building an online brand community becomes a marketing and customer relationship management strategy for companies. Visiting online brand communities is also an important channel for consumers to get product introduction and communicate with other consumers. So far, more and more scholars have paid attention to the participation of consumers in the online brand consumption community. In order to have a systematic and comprehensive understanding of the relevant literature, this paper uses VOSviewer and Biblioshiny toolkit in R language to search the literature from the Web of Science database and conduct bibliometric analysis. Through bibliometric analysis, this research first counts the most authoritative articles, authors, journals, and countries in the field, then analyzes the most frequent keywords in this field through word frequency analysis, and finally summarizes the research stream (Word-of-mouth and behavior, social media, social identity and commitment, consumer value co-creation, brand loyalty trust) in this field through co-occurrence analysis.
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(Sun et al., 2024)
Sun, W., Miskon, S., Nasirin, S., & Abdullah, N. S. (2024). Customer Engagement in Online Brand Community: A Bibliometric Analysis. International Journal of Academic Research in Business and Social Sciences, 14(1), 1046–1057.
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