Abstract
Customer engagement (CE) as a research topic has gained escalating interests in the last decade. However, the field remains fragmented and without specific direction. Given the importance of globalization and a dearth of review studies on CE topics in international marketing research, the goal of this research is to examine CE research from the international marketing perspective. Using citation and co-citation analyses, we develop a spatial representation of the global CE literature via a multidimensional scaling technique.
| Original language | English |
|---|---|
| Title of host publication | Business Digitalization |
| Subtitle of host publication | Corporate Identity and Reputation |
| Publisher | Taylor and Francis |
| Pages | 76-100 |
| Number of pages | 25 |
| ISBN (Electronic) | 9781000953701 |
| ISBN (Print) | 9781032512358 |
| DOIs | |
| State | Published - 1 Jan 2023 |
| Externally published | Yes |
Bibliographical note
Publisher Copyright:© 2024 selection and editorial matter, Pantea Foroudi and Maria Teresa Cuomo; individual chapters, the contributors.
ASJC Scopus subject areas
- General Economics, Econometrics and Finance
- General Business, Management and Accounting