A Bibliometric Review of Consumer Engagement Behaviour: Research Trends and Scholarly Impact

Consumer engagement behaviour (CEB) has become a central construct in marketing research, representing customers voluntary behavioral expressions toward brands beyond transactional exchanges. The last ten years has seen a significant increase in the number of researchers looking at CEB due to the unprecedented growth of digital platforms and technology enabled interaction. This paper provides a bibliometric analysis of CEB literature between 2015 and 2025 to examine trends in publication, citation, and co-authorship as well as to provide some insight into the issues and themes associated with CEB. A total of 1711 documents were sourced from the Scopus database using a structured searching approach and screened based on the PRISMA 2020 methodology. Performance and science mapping techniques were performed using Bibliometrix (R Studio) and VOSviewer, respectively. The results illustrate rapid increases in CEB publication volume, extensive international collaboration within researchers, dominant authors and journals, and the growing intersection of digital marketing and consumer psychology, these findings will assist researchers developing future work in this dynamic area of research.