Abstract

Although consumer brand engagement (CBE) in social networking sites (SNS) has become the focus of marketing debates over the past decade, there is still no literature consensus on the definition and formation of the concept. In order to clarify the phenomenon, a systematic review of the theme has been developed in the international academic literature over the last ten years – from 2010 to 2020. After a selection process, 91 publications were identified as the most relevant in the study area. Analysis of different perspectives and definitions elaborated so far allowed the development of a new concept proposal for the concept. An integrative framework has been developed which synthesizes the relations around the concept. In addition, the greatest research gaps are presented, with suggestions for future studies. From this detailed view of CBE in SNS, marketing managers can better understand how this phenomenon works and outline strategies to leverage it.

摘要

尽管社交网站 (SNS) 中的消费者品牌参与 (CBE) 已成为过去十年营销争论的焦点，但对该概念的定义和形成仍未达成文献共识。为了澄清这一现象，在过去十年（从 2010 年到 2020 年）的国际学术文献中对该主题进行了系统回顾。经过筛选过程，91 篇出版物被确定为与研究领域最相关的出版物。对迄今为止阐述的不同观点和定义的分析允许为该概念制定新的概念提案。已经开发了一个综合框架，该框架综合了围绕该概念的关系。此外，还提出了最大的研究空白，并对未来的研究提出了建议。从这张 SNS 中 CBE 的详细视图来看，