Abstract
Purpose This paper aims to review the existing literature about consumer engagement, provide an accurate mapping of this research field, propose a consumer engagement typology and a conceptual framework and offer a research agenda for this domain. Design/methodology/approach A systematic literature review using several quality filters was performed, producing a top-quality pool of 41 papers. After that, a text mining analysis was conducted, and five major research streams emerged. Findings This paper proposes five distinct research streams based on the text mining analysis, namely, consumer engagement, online brand community engagement, consumer-brand engagement, consumer engagement behaviours and media engagement. Based on this, a consumer engagement typology and a conceptual framework are suggested and a research agenda is proposed. Originality/value This paper presents scientific value and originality because of the new character of the topic and the research methods used. This research is the first study to perform a systematic review and using a text-mining approach to examine the literature on consumer engagement. Based on this, the authors define consumer engagement typology. A research agenda underlining emerging future research topics for this domain is also proposed.
Highlights
Studies on engagement emerge in scientific research connected to distinct fields of study such as education and learning (Kearsley and Shneiderman, 1998), sociology (Jennings and Stoker, 2004), psychology (Achterberg et al, 2003) or psychology and management (Csikszentmihalyi, 1997)
This paper aims to understand the state-of-the-art of the conceptualisation of consumer engagement in the marketing area and to propose a consumer engagement typology and a conceptual framework
Academics are still struggling to define the influence of the consumer engagement construct despite the valuable contributions of past research (Brodie et al, 2011; van Doorn et al, 2010; Hollebeek et al, 2014). This provides fertile ground for our research question, which is: what are the major research streams of consumer engagement? By answering this question we claim that it is possible to go further and propose a consumer engagement typology and a conceptual framework, which the authors assume as a relevant output for this paper
Summary
© Ricardo Godinho Bilro and Sandra Maria Correia Loureiro. Published in Spanish Journal of Marketing - ESIC. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode.
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