Pimlapas Pongsakornrungsilp

Perceived e-learning usefulness as a marketing element has significantly affected student satisfaction, which results in a high propensity to continue using the current e-learning services with their universities. Therefore, this study aims to examine the effects of perceived risk, confirmation, and student motivation on perceived e-learning usefulness. This paper employed a convenience sampling technique to collect opinions from 689 university students at different universities (e.g., Thaksin University, Hatyai University, Prince of Songkla University, and Rajabhat University) around Thailand. Those students were actively using e-learning to access their education. After checking data validity, only 527 valid responses were analyzed through the path analysis method. According to empirical findings, confirmation significantly influenced student motivation, while perceived risk did not significantly impact student motivation. Finally, perceived e-learning usefulness was significantly influenced by confirmation, student motivation, and perceived risk. Furthermore, although these factors significantly influenced perceived e-learning usefulness, attitudes toward perceived e-learning usefulness relied mainly on the degree of confirmation, as this factor highlighted the most substantial effect on perceived e-learning usefulness. Moreover, perceived e-learning usefulness as a marketing element is a promising topic in the e-learning service sector, which requires future studies to examine to which extent the current study findings could apply to other groups of students or practitioners.

Type of the article: Research Article

Abstract
As digital platforms reshape consumer–brand interactions, social media has become a critical driver of multidimensional consumer engagement. This bibliometric analysis synthesizes 245 peer-reviewed articles published between 2011 and 2024 to map the intellectual and thematic evolution of research on social media and consumer engagement. Through co-citation, co-authorship, and keyword co-occurrence analyses using VOSviewer, the study identifies six major thematic clusters, including consumer engagement and brand interaction in social media, brand loyalty and consumer behavior, social media marketing & tourism, digital marketing and engagement trends, demographic and content analysis in online advertising, and consumer behavior and social media marketing. Quantitatively, the results show a continuous annual increase in publications and highlight major contributions from the United States, the United Kingdom, and China. Notably, there has been a marked shift from surface-level interaction metrics toward more holistic engagement concepts that emphasize trust, emotional connection, and community co-creation. These insights offer theoretical advancements by expanding engagement frameworks and highlighting practical implications for marketers aiming to design authentic, resonant brand experiences. The study concludes with a set of actionable research directions to guide future exploration and support practitioners in navigating the rapidly evolving digital landscape.