Social CRM and Customer Engagement : A Bibliometric and Thematic Mapping Analysis (2015– May2025)

Lezghed, Abderraouf; Sami Ahmed Alzoubi, Heyam

مجلة الباحث الإقتصادي
Volume 13, Numéro 2, Pages 122-139
2025-12-30

Social Crm And Customer Engagement : A Bibliometric And Thematic Mapping Analysis (2015– May2025)

Authors : Lezghed Abderraouf . Sami Ahmed Alzoubi Heyam .

Abstract

This study aims to review the relationship comprehensively between social CRM and customer engagement through a bibliometric analysis of documents published in the Scopus database from January 2015 to May 2025. The analysis was based on tracking trends and developments, identifying key countries and research organisations, examining the evolution of concepts and terminology, and revealing the current and future perspective of the most influential authors and institutions. We employed the tools R Studio and VOSviewer to assess the volume and scope of published research. A review of 373 research papers revealed that the relationship between social CRM and customer engagement experienced increased scholarly attention during a specific period, particularly between 2018 and 2020. The findings also indicated that research output was concentrated across multidisciplinary fields, with a limited number of researchers emerging as central figures in scholarly activity within this domain, which points to the importance of more sustained and integrated research efforts in the future.