What is it about?

Customer engagement (CE) as a domain of research started gaining impetus when it became apparent that it can be a key driver of a firm's performance, competitive advantage and loyalty. The purpose of this study is to develop a deep understanding of the CE construct in marketing literature using bibliometric analysis.

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Why is it important?

Over the past decade, the research on CE construct has exploded owing to the growing interest of both scholars and practitioners in the field. Despite being a popular field of research, there is no published work on a comprehensive bibliometric analysis of the construct in marketing literature. The current study bridges this gap in the existing literature.

Perspectives

This is a very useful article for the scholars working in the domain of customer engagement since it uncovers the evolving themes and intellectual structure in the domain and put forth the future research agendas.

Dr. Mukta Srivastava
TA Pai Management Institute

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This page is a summary of: Mapping the themes and intellectual structure of customer engagement: a bibliometric analysis, Marketing Intelligence & Planning, April 2021, Emerald, DOI: 10.1108/mip-11-2020-0483.
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