CEF.UP – MaR Seminar/Webinar

Monday – July 8^th , 2024 6:30 p.m. – 7:30 p.m. | Room 631 | Online

“Fifteen years of customer engagement research: a bibliometric and network analysis“

Linda D. Hollebeek – Sunway University (Malaysia)

Abstract:

“Purpose – In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE’s conceptualization, operationalization and its nomological networks as informed by different theoretical perspectives. However, in spite of important advances, the knowledge structure of the overall corpus of CE research remains tenuous. Therefore, the purpose of this paper is to explore the intellectual structure of CE research.