A consumer engagement systematic review: synthesis and research agenda

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2020-08-13 DOI:10.1108/sjme-01-2020-0021

R. G. Bilro, S. Loureiro

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引用次数: 40

Abstract

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.,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.,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.,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.,El presente articulo tiene por objeto revisar la bibliografia existente sobre el engagement de los consumidores, proporcionar una descripcion precisa de este campo de investigacion, proponer una tipologia del engagement de los consumidores y un marco conceptual, y ofrecer una agenda de investigacion.,Se realizo una revision sistematica de la literatura utilizando varios filtros, lo que permitio seleccionar 41 trabajos de alta calidad. Despues, se realizo un analisis de mineria de textos y surgieron cinco corrientes principales de investigacion.,Este documento propone cinco corrientes de investigacion distintas basadas en el analisis de mineria de textos: i) Participacion del consumidor; ii) Participacion de la comunidad de marcas en linea; iii) Engagement del consumidor-marca; iv) Comportamientos de engagement del consumidor; v) y engagement de los medios de comunicacion. Sobre esta base, proponemos una tipologia de engagement del consumidor y un marco conceptual y proponemos una agenda de investigacion.,Este documento presenta el valor cientifico y la originalidad debido al nuevo caracter del tema y los metodos de investigacion empleados. Esta investigacion es el primer estudio que realiza una revision sistematica y utiliza un enfoque de mineria de textos para examinar la literatura sobre engagement de los consumidores. Sobre esta base, los autores definen la tipologia de engagement del consumidor. Tambien se propone un programa de investigacion que subraya los temas de investigacion futuros emergentes para este ambito.

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消费者参与系统评价:综合与研究议程

本文旨在回顾有关消费者参与的现有文献，对该研究领域进行准确的映射，提出消费者参与的类型和概念框架，并提出该领域的研究议程。使用几个质量过滤器进行了系统的文献综述，产生了41篇高质量的论文。在此基础上，进行了文本挖掘分析，形成了五大研究方向。本文提出了基于文本挖掘分析的五个不同的研究流，即消费者参与、在线品牌社区参与、消费者-品牌参与、消费者参与行为和媒体参与。在此基础上，提出了消费者参与类型和概念框架，并提出了研究议程。由于选题的新特点和研究方法的新颖，本文具有一定的科学价值和独创性。本研究是第一个进行系统回顾的研究，并使用文本挖掘方法来检查有关消费者参与的文献。基于此，作者定义了消费者粘性类型。并提出了该领域未来研究课题的研究议程。本文提出了修订现有文献的具体目标，即对现有文献的具体目标进行修订，对现有文献的具体目标进行修订，对现有文献的具体目标进行修订，对现有文献的具体目标进行修订，对现有文献的具体目标进行修订，对现有文献的具体目标进行修订，对现有文献的具体目标进行修订，对现有文献的具体目标进行修订，对现有文献的具体目标进行修订，对现有文献的具体目标进行修订，对现有文献的具体目标进行修订。本文利用不同的过滤器实现了对文献的系统修正，并对选择性文献进行了分析。因此，我们可以通过外科手术的原理来实现对病历的分析。(1)消费者参与;(1)消费者参与;(二)全球市场共同体的参与;iii)消费者契约;(iv)消费者参与的组合;V)通过参与减少沟通的媒介。在明确的调查基础上，通过宏观概念和议程调查，对消费者的参与进行了实证分析。本文通过对员工的调查方法，以新颖的方式、新颖的特征为特征，科学地呈现了员工的英勇行为。本研究旨在探讨如何利用文献资料对文本进行系统性的研究，从而实现对文献资料的系统化修订。在此基础上，我们定义了消费者接触的概念。在此基础上，我们提出了一项方案，即对未来的紧急情况进行调查。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.