FROM TRADITIONAL MARKETS TO DIGITAL TRANSFORMATION: A BIBLIOMETRIC ANALYSIS AND CONCEPTUAL FRAMEWORK DEVELOPMENT OF THE STIMULUS-ORGANISM-RESPONSE (S-O-R) MODEL (2012–2024)

Abstract

Consumer engagement in social media is increasingly shaped by digital marketing, influencer strategies, and AI-driven content personalization. The Stimulus-Organism-Response (S-O-R) model explains how external stimuli influence cognitive and emotional processes, leading to behaviors such as electronic word-of-mouth (eWOM) and purchase intention. Despite its extensive adoption, a bibliometric synthesis of S-O-R research in social media remains limited. This study conducts a systematic bibliometric review of 1,709 Scopus-indexed publications (2012–2024), mapping key themes such as AI-driven personalization, digital marketing, trust-building, brand communities, and metaverse-driven consumer experiences. Findings highlight emerging research areas of behavioral analytics, affective engagement, and social commerce. By advancing the S-O-R model, this study offers insights for academics, digital marketers, and platform strategists. The proposed conceptual framework integrates AI-enhanced stimuli, cognitive-affective mechanisms, and behavioral responses, contributing to future research in social media engagement, AI-driven marketing, and consumer psychology.