Then, Now, and Hereafter of Customer Engagement: Insights From Bibliometric and Thematic Literature Review

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Author(s): K. S. Syama (School of Management, College of Engineering Trivandrum (CET), India), Sneha Rose George (School of Management Studies, Cochin University of Science and Technology, India), Manoj Edward (School of Management Studies, Cochin University of Science and Technology, India)and Alireza Shabani Shojaei (School of Economics and Management, University of Porto, Portugal)
Copyright: 2024
Pages: 26
Source title: Contemporary Trends in Innovative Marketing Strategies
Source Author(s)/Editor(s): Belem Barbosa (University of Porto, Portugal)
DOI: 10.4018/979-8-3693-1231-5.ch009

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

This chapter presents an overview of customer engagement literature and scientifically maps the research areas based on 878 articles sourced from leading journals from 2005 to 2021. Using the Web of Science database and bibliometric analysis, research articles on customer engagement were extracted to uncover the topic's thematic evolution and key research areas. Furthermore, the study uncovers the most CE publishing journals, principal authors, three fields plot, and most cited articles through scientific investigation and visualization of the scholarly customer engagement research in the R program. Overall, the findings of the study provide a holistic understanding of customer engagement, illustrate the topic's conceptual structure, and reveal key directions for future research in academia and industry.

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Then, Now, and Hereafter of Customer Engagement: Insights From Bibliometric and Thematic Literature Review

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