近二十年来消费者品牌参与的演变:系统分析

IF 3 Q2 BUSINESS
Pritha Nasery Ubgade, Sujata Joshi
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引用次数: 0

摘要

近年来,随着新技术的发展,消费者与品牌的互动已成为许多公司的主要关注点。因此,在过去的二十年里,由于公司使用了许多创新的方式来促进消费者参与,关于消费者品牌参与的研究数量急剧增加。本文使用先进的文献计量分析工具(如Biblioshiny和VOSviewer)分析了过去二十年来全球消费者品牌参与研究。通过分析2000年以来在Scopus索引的各种期刊上发表的981篇研究论文。该研究试图从技术进步的角度来描绘消费者品牌参与及其进展的文献。结果表明,自2010年以来,对消费者品牌参与的研究一直在稳步上升。美国是消费者品牌参与研究数量最多的国家之一。由于它是一个多学科领域,研究在不同的领域进行,如心理学,管理学等,这是从期刊角度分析观察到的。本研究分析了新技术的引入对研究数量的直接影响。因此,该研究为从业者和学者提供了有关该主题进一步发展的相关投入。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Evolution of Consumer Brand Engagement in Past Two Decades: A Systematic Analysis
In recent years, as new technologies have developed, consumer engagement with the brand has become a primary focus for many companies. As a result, in the last two decades, there has been a tremendous rise in the number of researches on consumer brand engagement due to the many innovative ways companies use for consumer engagement. This article analyses consumer brand engagement studied across the globe during the last two decades using advanced bibliometric analysis tools such as Biblioshiny and VOSviewer. By analysing a total of 981 research articles written from the year 2000 onwards in various journals indexed in Scopus. The study tries to map the literature on consumer brand engagement and its progress in terms of technological advancements. The results indicate that there has been a steady rise in the research conducted on consumer brand engagement since 2010. The United States is one of the major contributing countries in the number of studies on consumer brand engagement. As it is a multidisciplinary field, studies are conducted in different fields such as psychology, management, etc., which is observed from the journal-wise analysis. This study analyses that the introduction of newer technologies has direct impact on the number of researches conducted. Thus, the study provides relevant inputs to practitioners and academicians regarding further development on this topic.
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来源期刊
CiteScore
4.60
自引率
0.00%
发文量
121
期刊介绍: Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.
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