Title: Seventeen years of customer engagement research: a bibliometric and network analysis

Authors: Gurveen Kaur; Pankaj Deshwal; Hamendra K. Dangi

Addresses: Department of Management Studies, Netaji Subhas University of Technology, India ' Deceased; formerly of Department of Management Studies, Netaji Subhas University of Technology, India ' Department of Commerce, Delhi School of Economics, University of Delhi, India

Abstract: Customer engagement (CE) is a highly explored research area, given its prominence in driving a firm's performance, loyalty, and competitive advantage. Despite the significant advances in the domain, the intellectual configuration of the extant works remains fragmented. Majorly, the researchers have focussed on a specific subset of CE than taking an 'aerial view' of the literature. Therefore, this area suffers from a theoretical disjunction. The purpose of this study is to explore the knowledge structure of the extant customer engagement research. The study reports on a descriptive bibliometric analysis which quantitively delves into CE literature-based panorama. Using 'R' bibliometrics, major CE publishing journals, leading authors, organisations, countries, and key CE articles spanning from 2005-2022 are unearthed. Likewise, using 'VOS viewer' network analysis, seven prominent clusters were found. The reported findings offer significant theoretical and managerial implications. This study provides the most comprehensive and contemporary bibliometric mapping of the field.

Keywords: customer engagement; customer brand engagement; network analysis; bibliometric study.

DOI: 10.1504/IJBBM.2023.137594

International Journal of Bibliometrics in Business and Management, 2023 Vol.2 No.4, pp.381 - 405

Received: 18 Nov 2022
Accepted: 12 Oct 2023
Published online: 27 Mar 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article