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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.
Keywords: Text mining
Systematic literature review
Consumer engagement
Consumer-brand engagement
Consumer engagement typology
Online brand community engagement
Issue Date: 2020
Publisher: Emerald
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.
Peer reviewed: yes
DOI: 10.1108/SJME-01-2020-0021
ISSN: 2444-9695
Appears in Collections:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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