Mapping the themes and intellectual structure of customer engagement: a bibliometric analysis

Purpose 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. Design/methodology/approach In this study, 940 articles were retrieved from Scopus, the well-known electronic database....