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.
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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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