The Development of Research on Marketing Engagement a Bibliometric Analysis
Article Sidebar
Published:
Dec 30, 2025
Keywords:
Marketing, Engagement, Strategic, SMEs, Bibliometric Analysis
Main Article Content
Abstract
Engagement marketing has emerged as a strategic approach that emphasizes interactive, personalized, and value-driven relationships between brands and consumers. The rapid growth of digital technologies, social media, and smart devices has fundamentally transformed customer engagement, making it a central element of contemporary marketing strategies. This study aims to examine the evolution, research trends, and intellectual structure of engagement marketing literature, with particular emphasis on its relationship with digital transformation and small and medium-sized enterprises (SMEs). A qualitative historical approach combined with bibliometric analysis was employed to systematically evaluate publications indexed in Scopus, Emerald, Springer, ProQuest, Web of Science, and ScienceDirect. Article retrieval was conducted using the Publish or Perish software for the period 1956–2025, applying relevant keywords related to engagement marketing, internet marketing, business models, and brand engagement. After applying inclusion criteria, including English-language journal articles in management, business, economics, social sciences, information systems, and entrepreneurship, a total of 2,302 publications were analyzed. Bibliometric mapping and visualization were performed using VOSviewer to generate network, overlay, and density maps that reveal research collaborations, thematic evolution, and emerging research opportunities. The findings indicate a substantial increase in engagement marketing publications, particularly between 2016 and 2022, reflecting the accelerated adoption of digital technologies and electronic markets. Collaboration analysis demonstrates strong and expanding research networks among scholars, while overlay visualization highlights growing attention to business strategy and digital transformation. Density visualization further identifies several underexplored research themes, indicating promising opportunities for future investigation. This study provides a comprehensive scientific mapping of engagement marketing research and offers strategic directions for future studies focusing on digital transformation, customer engagement, innovation, and sustainable SME competitiveness
Article Details
How to Cite
Syafira Khania, Milenia Inez Safitri, & Adi Setiawan. (2025). The Development of Research on Marketing Engagement a Bibliometric Analysis. Jurnal Informasi Dan Teknologi, 33-41. https://doi.org/10.60083/jidt.vi0.746
Issue
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
[1] M. Manic, “Marketing engagement through visual content.,” Bull. Transilv. Univ. Brasov. Ser. V Econ. Sci., vol. 8, no. 2, pp. 89–94, 2015, [Online]. Available: http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=112384425&site=eds-live&scope=site
[2] C. Jayasinghe, “Digital Marketing and Brand Engagement Behavior : A Conceptual Review,” vol. 10, no. 2, pp. 208–239, 2024.
[3] S. Liu, “The Impact of Influencer Marketing on Brand Engagement: A Conceptual Framework,” Proc. 2021 4th Int. Conf. Humanit. Educ. Soc. Sci. (ICHESS 2021), vol. 615, no. Ichess, pp. 2219–2224, 2022, doi: 10.2991/assehr.k.211220.383.
[4] D. Pereira, J. Silva, and B. Casais, “Consumer Brand Engagement Fostered by Cause-Related Marketing in Emotional and Functional Brands,” J. Nonprofit Public Sect. Mark., vol. 36, no. 5, pp. 685–712, 2024, doi: 10.1080/10495142.2024.2329258.
[5] L. Clack, “Employee Engagement: Keys to Organizational Success,” Palgrave Handb. Work. Well-Being With 80 Fig. 92 Tables, pp. 1001–1028, 2021, doi: 10.1007/978-3-030-30025-8_77.
[6] F. S. Farook and N. Abeysekara, “Influence of Social Media Marketing on Customer Engagement,” Int. J. Bus. Manag. Invent. ISSN, vol. 5, no. 12, pp. 115–125, 2016, [Online]. Available: www.ijbmi.org
[7] S. M. Chan-Olmsted, “Branding and Internet Marketing in the Age of Digital Media,” J. Broadcast. Electron. Media, vol. 46, no. 4, pp. 641–645, 2002, doi: 10.1207/s15506878jobem4604_9.
[8] C. Holland, “Preface to the Focus Theme Section: ‘Internet Marketing,’” Electron. Mark., vol. 18, no. 2, pp. 104–105, 2008, doi: 10.1080/10196780802055723.
[9] W. S. Fan and M. C. Tsai, “Factors driving website success - the key role of internet customisation and the influence of website design quality and internet marketing strategy,” Total Qual. Manag. Bus. Excell., vol. 21, no. 11, pp. 1141–1159, 2010, doi: 10.1080/14783363.2010.529335.
[10] S. M. Shafer, H. J. Smith, and J. C. Linder, “The power of business models,” Bus. Horiz., vol. 48, no. 3, pp. 199–207, 2005, doi: 10.1016/j.bushor.2004.10.014.
[11] D. J. Teece, “Business models, business strategy and innovation,” Long Range Plann., vol. 43, no. 2–3, pp. 172–194, 2010, doi: 10.1016/j.lrp.2009.07.003.
[12] C. Baden-Fuller and S. Haefliger, “Business Models and Technological Innovation,” Long Range Plann., vol. 46, no. 6, pp. 419–426, 2013, doi: 10.1016/j.lrp.2013.08.023.
[13] V. Trowler, “Student engagement literature review,” High. Educ., no. November, pp. 1–15, 2010, [Online]. Available: http://americandemocracy.illinoisstate.edu/documents/democratic-engagement-white-paper-2_13_09.pdf
[14] N. S. Jayawardena, M. Ross, S. Quach, A. Behl, M. Gupta, and L. D. Lang, “Effective Online Engagement Strategies Through Gamification: A Systematic Literature Review and a Future Research Agenda,” J. Glob. Inf. Manag., vol. 30, no. 5, pp. 1–25, 2022, doi: 10.4018/JGIM.290370.
[15] S. Nasir, “The development, change, and transformation of Management Information Systems (MIS): A content analysis of articles published in business and marketing journals,” Int. J. Inf. Manage., vol. 25, no. 5, pp. 442–457, 2005, doi: 10.1016/j.ijinfomgt.2005.06.003.
[16] K. Weber, M. Story, and L. Harnack, “Internet Food Marketing Strategies Aimed at Children and Adolescents: A Content Analysis of Food and Beverage Brand Web Sites,” J. Am. Diet. Assoc., vol. 106, no. 9, pp. 1463–1466, 2006, doi: 10.1016/j.jada.2006.06.014.
[17] A. Peruta and A. B. Shields, “Marketing your university on social media: a content analysis of Facebook post types and formats,” J. Mark. High. Educ., vol. 28, no. 2, pp. 175–191, 2018, doi: 10.1080/08841241.2018.1442896.
[18] A. Khairani and I. Fachira, “The Influence of Different Digital Content Marketing on Consumer Engagement in The Tourism Sector,” Int. J. Soc. Sci. Bus., vol. 5, no. 3, p. 443, 2021, doi: 10.23887/ijssb.v5i3.38109.
[19] S. Balio and B. Casais, “A Content Marketing Framework to Analyze Customer Engagement on Social Media,” pp. 45–66, 2019, doi: 10.4018/978-1-7998-2185-4.ch003.
[20] M. Prasetya and D. Susilo, “The effect of content marketing on purchase intention through customer engagement as variable mediation,” J. Komun. Prof., vol. 6, no. 5, pp. 423–434, 2022, doi: 10.25139/jkp.v6i5.5192.
[21] C. K. Lo and K. F. Hew, “Student Engagement in Mathematics Flipped Classrooms: Implications of Journal Publications From 2011 to 2020,” Front. Psychol., vol. 12, no. May, pp. 1–17, 2021, doi: 10.3389/fpsyg.2021.672610.
[22] C. Knight, M. Patterson, and J. Dawson, “Building work engagement: A systematic review and meta-analysis investigating the effectiveness of work engagement interventions,” J. Organ. Behav., vol. 38, no. 6, pp. 792–812, 2017, doi: 10.1002/job.2167.
[23] S. Rodgers and E. Thorson, “Special Issue Introduction: Digital Engagement with Advertising,” J. Advert., vol. 47, no. 1, pp. 1–3, 2018, doi: 10.1080/00913367.2017.1414003.
[24] C. Lieu, “Improving Website’s Content for Lead Generation and Customer Engagement,” pp. 1–36, 2018.
[25] R. A. Rather, “Consequences of Consumer Engagement in Service Marketing: An Empirical Exploration,” J. Glob. Mark., vol. 32, no. 2, pp. 116–135, 2019, doi: 10.1080/08911762.2018.1454995.
[26] K. K. F. So and X. Li, “Customer Engagement in Hospitality and Tourism Services,” J. Hosp. Tour. Res., vol. 44, no. 2, pp. 171–177, 2020, doi: 10.1177/1096348019900010.
[27] I. Olmeda and P. J. Sheldon, “J073v11n02_01] Olmeda, Ignacio; Sheldon, Pauline J. -- Data Mining Techniques and Applications for Tourism Internet Marketing,” J. Travel Tour. Mark., vol. 11 (2/3), no. July 2001, pp. 1–20, 2001, doi: 10.1300/J073v11n02.
[28] N. Sinha, V. Ahuja, and Y. Medury, “Corporate blogs and internet marketing - Using consumer knowledge and emotion as strategic variables to develop consumer engagement,” J. Database Mark. Cust. Strateg. Manag., vol. 18, no. 3, pp. 185–199, 2011, doi: 10.1057/dbm.2011.24.
[29] S. F. Boediman, P. Hendriarto, N. D. Satmoko, S. Sulistiyani, and A. Sani, “The Relevance of Using Social Media Applications Strategies to Increase Marketing Potential of Indonesian Maritime Tourism (Analytical Study of Tourism Journals and Online Marketing),” Budapest Int. Res. Critics Institute-Journal, vol. 4, no. 4, pp. 8791–8799, 2021.
[30] M. E. Jacob and J. Johnson, “Conceptualising Digital Content Marketing for Greater Consumer Brand Engagement,” Colombo Bus. J., vol. 12, no. 2, pp. 80–102, 2021, doi: 10.4038/cbj.v12i2.83.
[31] B. Agra and S. T. Prakoso, “Building Consumer Buying Interest through Content Marketing and Consumer Engagement,” Manag. Anal. J., vol. 11, no. 1, pp. 65–70, 2022, doi: 10.15294/maj.v11i1.54277.
[32] E. E. Vazquez, “Effects of enduring involvement and perceived content vividness on digital engagement,” J. Res. Interact. Mark., vol. 14, no. 1, pp. 1–16, 2020, doi: 10.1108/JRIM-05-2018-0071.
[33] S. C. Das, “… to in-product communication (IPC) relating to product development, Integrated Marketing Communication (IMC) and marketing mix towards achieving better …,” Bus. &Management Rev., vol. 10, no. 3, pp. 8–9, 2019, [Online]. Available: https://cberuk.com/cdn/conference_proceedings/2019-07-30-23-50-16-PM.pdf
[34] Y. L. Wu and E. Y. Li, Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective, vol. 28, no. 1. 2018. doi: 10.1108/IntR-08-2016-0250.
[35] M. Al Abdullah, M. Muhammad, F. A. Syed, and B. A. Ghazali, “Effect of entrepreneurial and market orientation on consumer engagement and performance of manufacturing SMEs,” Manag. Res. Rev., vol. 34, no. 1, pp. 1–5, 2018.
[36] Y. Yang, K. Zhang, and P. K. Kannan, Identifying Market Structure: A Deep Network Representation Learning of Social Engagement, vol. 86, no. 4. 2022. doi: 10.1177/00222429211033585.
[37] L. D. Hollebeek, “The customer engagement/value interface: An exploratory investigation,” Australas. Mark. J., vol. 21, no. 1, pp. 17–24, 2013, doi: 10.1016/j.ausmj.2012.08.006.
[38] C. Leckie, M. W. Nyadzayo, and L. W. Johnson, “Promoting brand engagement behaviors and loyalty through perceived service value and innovativeness,” J. Serv. Mark., vol. 32, no. 1, pp. 70–82, 2018, doi: 10.1108/JSM-01-2017-0035.
[39] O. S. Itani, A. N. Kassar, and S. M. C. Loureiro, “Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness,” Int. J. Hosp. Manag., vol. 80, no. January, pp. 78–90, 2019, doi: 10.1016/j.ijhm.2019.01.014.
[40] S. M. Z. A. Tarabieh, “The Impact of Social-media Marketing Activities on Consumers’ Loyalty Intentions: The Mediating Roles of Brand Awareness, Consumer Brand Engagement and Brand Image,” Jordan J. Bus. Adm., vol. 18, no. 4, pp. 477–499, 2022, doi: 10.35516/jjba.v18i4.455.
[41] R. A. Rather, S. Tehseen, and S. H. Parrey, “Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity,” Spanish J. Mark. - ESIC, vol. 22, no. 3, pp. 321–341, 2018, doi: 10.1108/SJME-06-2018-0030.
[42] S. Madhavaram, S. D. Hunt, and P. Bicen, “Building customisation capability in B2B marketing: the role of organisational capital,” J. Mark. Manag., vol. 37, no. 13–14, pp. 1409–1435, 2021, doi: 10.1080/0267257X.2021.1910858.
[43] L. T. Wright, R. Robin, M. Stone, and D. E. Aravopoulou, “Adoption of Big Data Technology for Innovation in B2B Marketing,” J. Business-to-bus. Mark., vol. 26, no. 3–4, pp. 281–293, 2019, doi: 10.1080/1051712X.2019.1611082.
[44] A. Singh and B. Kumar, “Customer Engagement: New Key Metric of Marketing,” Int. J. Arts Sci., vol. 3, no. 13, pp. 347–356, 2010.
[45] M. Muñoz-Expósito, M. Á. Oviedo-García, and M. Castellanos-Verdugo, “How to measure engagement in Twitter: advancing a metric,” Internet Res., vol. 27, no. 5, pp. 1122–1148, 2017, doi: 10.1108/IntR-06-2016-0170.
[46] D. Zahay, “Advancing research in digital and social media marketing,” J. Mark. Theory Pract., vol. 29, no. 1, pp. 125–139, 2021, doi: 10.1080/10696679.2021.1882865.
[47] R. M. Achen, “Measuring social media marketing: Moving towards a relationship-marketing approach,” Manag. Sport Leis., vol. 22, no. 1, pp. 33–53, 2017, doi: 10.1080/23750472.2017.1379883.
[48] A. L. Parsons and E. Lepkowska-White, “Social Media Marketing Management: A Conceptual Framework,” J. Internet Commer., vol. 17, no. 2, pp. 81–95, 2018, doi: 10.1080/15332861.2018.1433910.
[49] Oliver J. Rutz and Randolph E. Bucklin, “From Generic to Branded: A Model of Spillover in Paid Search Advertising,” J. Mark. Res., vol. 48, no. 1, pp. 87–102, 2011, [Online]. Available: https://doi.org/10.1509/jmkr.48.1.87
[50] A. Wang, “Advertising engagement: A driver of message involvement on message effects,” J. Advert. Res., vol. 46, no. 4, pp. 355–368, 2006, doi: 10.2501/S0021849906060429.
[51] F. Caviggioli and E. Ughetto, “Buyers in the patent auction market: Opening the black box of patent acquisitions by non-practicing entities,” Technol. Forecast. Soc. Change, vol. 104, pp. 122–132, 2016, doi: 10.1016/j.techfore.2015.11.031.
[52] J. M. Gavilanes, T. C. Flatten, and M. Brettel, “Content Strategies for Digital Consumer Engagement in Social Networks: Why Advertising Is an Antecedent of Engagement,” J. Advert., vol. 47, no. 1, pp. 4–23, 2018, doi: 10.1080/00913367.2017.1405751.
[53] H. A. M. Voorveld, T. Araujo, S. F. Bernritter, E. Rietberg, and R. Vliegenthart, “How advertising in offline media drives reach of and engagement with brands on Facebook,” Int. J. Advert., vol. 37, no. 5, pp. 785–805, 2018, doi: 10.1080/02650487.2018.1454703.
[54] A. T. R. Hidayat and B. Astuti, “The Influence of Internet Advertising and e-WOM on Perception and Purchase Intention of B2C E-Commerce Costumers in Indonesia,” Proceeding UII-ICABE, pp. 207–218, 2019.
[2] C. Jayasinghe, “Digital Marketing and Brand Engagement Behavior : A Conceptual Review,” vol. 10, no. 2, pp. 208–239, 2024.
[3] S. Liu, “The Impact of Influencer Marketing on Brand Engagement: A Conceptual Framework,” Proc. 2021 4th Int. Conf. Humanit. Educ. Soc. Sci. (ICHESS 2021), vol. 615, no. Ichess, pp. 2219–2224, 2022, doi: 10.2991/assehr.k.211220.383.
[4] D. Pereira, J. Silva, and B. Casais, “Consumer Brand Engagement Fostered by Cause-Related Marketing in Emotional and Functional Brands,” J. Nonprofit Public Sect. Mark., vol. 36, no. 5, pp. 685–712, 2024, doi: 10.1080/10495142.2024.2329258.
[5] L. Clack, “Employee Engagement: Keys to Organizational Success,” Palgrave Handb. Work. Well-Being With 80 Fig. 92 Tables, pp. 1001–1028, 2021, doi: 10.1007/978-3-030-30025-8_77.
[6] F. S. Farook and N. Abeysekara, “Influence of Social Media Marketing on Customer Engagement,” Int. J. Bus. Manag. Invent. ISSN, vol. 5, no. 12, pp. 115–125, 2016, [Online]. Available: www.ijbmi.org
[7] S. M. Chan-Olmsted, “Branding and Internet Marketing in the Age of Digital Media,” J. Broadcast. Electron. Media, vol. 46, no. 4, pp. 641–645, 2002, doi: 10.1207/s15506878jobem4604_9.
[8] C. Holland, “Preface to the Focus Theme Section: ‘Internet Marketing,’” Electron. Mark., vol. 18, no. 2, pp. 104–105, 2008, doi: 10.1080/10196780802055723.
[9] W. S. Fan and M. C. Tsai, “Factors driving website success - the key role of internet customisation and the influence of website design quality and internet marketing strategy,” Total Qual. Manag. Bus. Excell., vol. 21, no. 11, pp. 1141–1159, 2010, doi: 10.1080/14783363.2010.529335.
[10] S. M. Shafer, H. J. Smith, and J. C. Linder, “The power of business models,” Bus. Horiz., vol. 48, no. 3, pp. 199–207, 2005, doi: 10.1016/j.bushor.2004.10.014.
[11] D. J. Teece, “Business models, business strategy and innovation,” Long Range Plann., vol. 43, no. 2–3, pp. 172–194, 2010, doi: 10.1016/j.lrp.2009.07.003.
[12] C. Baden-Fuller and S. Haefliger, “Business Models and Technological Innovation,” Long Range Plann., vol. 46, no. 6, pp. 419–426, 2013, doi: 10.1016/j.lrp.2013.08.023.
[13] V. Trowler, “Student engagement literature review,” High. Educ., no. November, pp. 1–15, 2010, [Online]. Available: http://americandemocracy.illinoisstate.edu/documents/democratic-engagement-white-paper-2_13_09.pdf
[14] N. S. Jayawardena, M. Ross, S. Quach, A. Behl, M. Gupta, and L. D. Lang, “Effective Online Engagement Strategies Through Gamification: A Systematic Literature Review and a Future Research Agenda,” J. Glob. Inf. Manag., vol. 30, no. 5, pp. 1–25, 2022, doi: 10.4018/JGIM.290370.
[15] S. Nasir, “The development, change, and transformation of Management Information Systems (MIS): A content analysis of articles published in business and marketing journals,” Int. J. Inf. Manage., vol. 25, no. 5, pp. 442–457, 2005, doi: 10.1016/j.ijinfomgt.2005.06.003.
[16] K. Weber, M. Story, and L. Harnack, “Internet Food Marketing Strategies Aimed at Children and Adolescents: A Content Analysis of Food and Beverage Brand Web Sites,” J. Am. Diet. Assoc., vol. 106, no. 9, pp. 1463–1466, 2006, doi: 10.1016/j.jada.2006.06.014.
[17] A. Peruta and A. B. Shields, “Marketing your university on social media: a content analysis of Facebook post types and formats,” J. Mark. High. Educ., vol. 28, no. 2, pp. 175–191, 2018, doi: 10.1080/08841241.2018.1442896.
[18] A. Khairani and I. Fachira, “The Influence of Different Digital Content Marketing on Consumer Engagement in The Tourism Sector,” Int. J. Soc. Sci. Bus., vol. 5, no. 3, p. 443, 2021, doi: 10.23887/ijssb.v5i3.38109.
[19] S. Balio and B. Casais, “A Content Marketing Framework to Analyze Customer Engagement on Social Media,” pp. 45–66, 2019, doi: 10.4018/978-1-7998-2185-4.ch003.
[20] M. Prasetya and D. Susilo, “The effect of content marketing on purchase intention through customer engagement as variable mediation,” J. Komun. Prof., vol. 6, no. 5, pp. 423–434, 2022, doi: 10.25139/jkp.v6i5.5192.
[21] C. K. Lo and K. F. Hew, “Student Engagement in Mathematics Flipped Classrooms: Implications of Journal Publications From 2011 to 2020,” Front. Psychol., vol. 12, no. May, pp. 1–17, 2021, doi: 10.3389/fpsyg.2021.672610.
[22] C. Knight, M. Patterson, and J. Dawson, “Building work engagement: A systematic review and meta-analysis investigating the effectiveness of work engagement interventions,” J. Organ. Behav., vol. 38, no. 6, pp. 792–812, 2017, doi: 10.1002/job.2167.
[23] S. Rodgers and E. Thorson, “Special Issue Introduction: Digital Engagement with Advertising,” J. Advert., vol. 47, no. 1, pp. 1–3, 2018, doi: 10.1080/00913367.2017.1414003.
[24] C. Lieu, “Improving Website’s Content for Lead Generation and Customer Engagement,” pp. 1–36, 2018.
[25] R. A. Rather, “Consequences of Consumer Engagement in Service Marketing: An Empirical Exploration,” J. Glob. Mark., vol. 32, no. 2, pp. 116–135, 2019, doi: 10.1080/08911762.2018.1454995.
[26] K. K. F. So and X. Li, “Customer Engagement in Hospitality and Tourism Services,” J. Hosp. Tour. Res., vol. 44, no. 2, pp. 171–177, 2020, doi: 10.1177/1096348019900010.
[27] I. Olmeda and P. J. Sheldon, “J073v11n02_01] Olmeda, Ignacio; Sheldon, Pauline J. -- Data Mining Techniques and Applications for Tourism Internet Marketing,” J. Travel Tour. Mark., vol. 11 (2/3), no. July 2001, pp. 1–20, 2001, doi: 10.1300/J073v11n02.
[28] N. Sinha, V. Ahuja, and Y. Medury, “Corporate blogs and internet marketing - Using consumer knowledge and emotion as strategic variables to develop consumer engagement,” J. Database Mark. Cust. Strateg. Manag., vol. 18, no. 3, pp. 185–199, 2011, doi: 10.1057/dbm.2011.24.
[29] S. F. Boediman, P. Hendriarto, N. D. Satmoko, S. Sulistiyani, and A. Sani, “The Relevance of Using Social Media Applications Strategies to Increase Marketing Potential of Indonesian Maritime Tourism (Analytical Study of Tourism Journals and Online Marketing),” Budapest Int. Res. Critics Institute-Journal, vol. 4, no. 4, pp. 8791–8799, 2021.
[30] M. E. Jacob and J. Johnson, “Conceptualising Digital Content Marketing for Greater Consumer Brand Engagement,” Colombo Bus. J., vol. 12, no. 2, pp. 80–102, 2021, doi: 10.4038/cbj.v12i2.83.
[31] B. Agra and S. T. Prakoso, “Building Consumer Buying Interest through Content Marketing and Consumer Engagement,” Manag. Anal. J., vol. 11, no. 1, pp. 65–70, 2022, doi: 10.15294/maj.v11i1.54277.
[32] E. E. Vazquez, “Effects of enduring involvement and perceived content vividness on digital engagement,” J. Res. Interact. Mark., vol. 14, no. 1, pp. 1–16, 2020, doi: 10.1108/JRIM-05-2018-0071.
[33] S. C. Das, “… to in-product communication (IPC) relating to product development, Integrated Marketing Communication (IMC) and marketing mix towards achieving better …,” Bus. &Management Rev., vol. 10, no. 3, pp. 8–9, 2019, [Online]. Available: https://cberuk.com/cdn/conference_proceedings/2019-07-30-23-50-16-PM.pdf
[34] Y. L. Wu and E. Y. Li, Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective, vol. 28, no. 1. 2018. doi: 10.1108/IntR-08-2016-0250.
[35] M. Al Abdullah, M. Muhammad, F. A. Syed, and B. A. Ghazali, “Effect of entrepreneurial and market orientation on consumer engagement and performance of manufacturing SMEs,” Manag. Res. Rev., vol. 34, no. 1, pp. 1–5, 2018.
[36] Y. Yang, K. Zhang, and P. K. Kannan, Identifying Market Structure: A Deep Network Representation Learning of Social Engagement, vol. 86, no. 4. 2022. doi: 10.1177/00222429211033585.
[37] L. D. Hollebeek, “The customer engagement/value interface: An exploratory investigation,” Australas. Mark. J., vol. 21, no. 1, pp. 17–24, 2013, doi: 10.1016/j.ausmj.2012.08.006.
[38] C. Leckie, M. W. Nyadzayo, and L. W. Johnson, “Promoting brand engagement behaviors and loyalty through perceived service value and innovativeness,” J. Serv. Mark., vol. 32, no. 1, pp. 70–82, 2018, doi: 10.1108/JSM-01-2017-0035.
[39] O. S. Itani, A. N. Kassar, and S. M. C. Loureiro, “Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness,” Int. J. Hosp. Manag., vol. 80, no. January, pp. 78–90, 2019, doi: 10.1016/j.ijhm.2019.01.014.
[40] S. M. Z. A. Tarabieh, “The Impact of Social-media Marketing Activities on Consumers’ Loyalty Intentions: The Mediating Roles of Brand Awareness, Consumer Brand Engagement and Brand Image,” Jordan J. Bus. Adm., vol. 18, no. 4, pp. 477–499, 2022, doi: 10.35516/jjba.v18i4.455.
[41] R. A. Rather, S. Tehseen, and S. H. Parrey, “Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity,” Spanish J. Mark. - ESIC, vol. 22, no. 3, pp. 321–341, 2018, doi: 10.1108/SJME-06-2018-0030.
[42] S. Madhavaram, S. D. Hunt, and P. Bicen, “Building customisation capability in B2B marketing: the role of organisational capital,” J. Mark. Manag., vol. 37, no. 13–14, pp. 1409–1435, 2021, doi: 10.1080/0267257X.2021.1910858.
[43] L. T. Wright, R. Robin, M. Stone, and D. E. Aravopoulou, “Adoption of Big Data Technology for Innovation in B2B Marketing,” J. Business-to-bus. Mark., vol. 26, no. 3–4, pp. 281–293, 2019, doi: 10.1080/1051712X.2019.1611082.
[44] A. Singh and B. Kumar, “Customer Engagement: New Key Metric of Marketing,” Int. J. Arts Sci., vol. 3, no. 13, pp. 347–356, 2010.
[45] M. Muñoz-Expósito, M. Á. Oviedo-García, and M. Castellanos-Verdugo, “How to measure engagement in Twitter: advancing a metric,” Internet Res., vol. 27, no. 5, pp. 1122–1148, 2017, doi: 10.1108/IntR-06-2016-0170.
[46] D. Zahay, “Advancing research in digital and social media marketing,” J. Mark. Theory Pract., vol. 29, no. 1, pp. 125–139, 2021, doi: 10.1080/10696679.2021.1882865.
[47] R. M. Achen, “Measuring social media marketing: Moving towards a relationship-marketing approach,” Manag. Sport Leis., vol. 22, no. 1, pp. 33–53, 2017, doi: 10.1080/23750472.2017.1379883.
[48] A. L. Parsons and E. Lepkowska-White, “Social Media Marketing Management: A Conceptual Framework,” J. Internet Commer., vol. 17, no. 2, pp. 81–95, 2018, doi: 10.1080/15332861.2018.1433910.
[49] Oliver J. Rutz and Randolph E. Bucklin, “From Generic to Branded: A Model of Spillover in Paid Search Advertising,” J. Mark. Res., vol. 48, no. 1, pp. 87–102, 2011, [Online]. Available: https://doi.org/10.1509/jmkr.48.1.87
[50] A. Wang, “Advertising engagement: A driver of message involvement on message effects,” J. Advert. Res., vol. 46, no. 4, pp. 355–368, 2006, doi: 10.2501/S0021849906060429.
[51] F. Caviggioli and E. Ughetto, “Buyers in the patent auction market: Opening the black box of patent acquisitions by non-practicing entities,” Technol. Forecast. Soc. Change, vol. 104, pp. 122–132, 2016, doi: 10.1016/j.techfore.2015.11.031.
[52] J. M. Gavilanes, T. C. Flatten, and M. Brettel, “Content Strategies for Digital Consumer Engagement in Social Networks: Why Advertising Is an Antecedent of Engagement,” J. Advert., vol. 47, no. 1, pp. 4–23, 2018, doi: 10.1080/00913367.2017.1405751.
[53] H. A. M. Voorveld, T. Araujo, S. F. Bernritter, E. Rietberg, and R. Vliegenthart, “How advertising in offline media drives reach of and engagement with brands on Facebook,” Int. J. Advert., vol. 37, no. 5, pp. 785–805, 2018, doi: 10.1080/02650487.2018.1454703.
[54] A. T. R. Hidayat and B. Astuti, “The Influence of Internet Advertising and e-WOM on Perception and Purchase Intention of B2C E-Commerce Costumers in Indonesia,” Proceeding UII-ICABE, pp. 207–218, 2019.