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|Title:||A consumer engagement systematic review: synthesis and research agenda|
|Other Titles:||Una revision sistemática del compromiso del consumidor: síntesis y agenda de investigacion|
|Authors:||Bilro, R. G.|
Loureiro, S. M. C.
Systematic literature review
Consumer engagement typology
Online brand community engagement
|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.|
|Appears in Collections:||BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica|
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|(2020 f) SJME - 10-1108_SJME-01-2020-0021.pdf||Versão Editora||557.15 kB||Adobe PDF||View/Open|
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