Purpose

Research in customer engagement (CE) has gained momentum in the last decade, thanks to its growing popularity among scholars and practitioners. The Marketing Science Institute (MSI), for instance, has been continually listing CE as part of its Tier I research priorities since 2010. CE scholars have also studied the construct in the international marketing context. Hofstede's characterization of cultures as either individualist or collectivist helped scholars explain the need for different CE strategies across countries, and the domain seems to be evolving ever since. The ever-growing interest of CE scholars in the international market and cross-cultural scenarios requires a comprehensive and scientific review of the literature. Using bibliometric analysis, this study fills this critical gap by mapping the intellectual structure of CE research in the context of international marketing and provides future research directions to scholars in this domain.

Design/methodology/approach

The authors have used VOSviewer and Biblioshiny software packages to conduct a bibliometric analysis of 109 articles in the domain.

Findings

The major findings include the most influential countries, journals, articles and authors, the different research streams and their development and the future research directions in the domain. When CE is considered in an international marketing context, four broad themes emerged. The first theme is about differences in customer engagement behaviors across cultures. The second theme is about the development of CE and related constructs. The third theme relates to how brands have used CE and CBE (customer brand engagement) across different international contexts. The fourth theme is all about the conceptual and methodological support for the study of CE.

Originality/value

This study is a novel attempt at providing a comprehensive bibliometric analysis of CE research in the international marketing context, using a combination of VOSviewer and Biblioshiny software packages.

中文翻译：

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国际营销背景下客户参与结构和趋势的文献计量分析

目的

由于在学者和从业者中越来越受欢迎，客户参与 (CE) 的研究在过去十年中获得了发展势头。例如，营销科学研究所 (MSI) 自 2010 年以来一直将 CE 列为其一级研究重点的一部分。CE 学者还在国际营销背景下研究了该结构。霍夫斯泰德将文化描述为个人主义或集体主义，这帮助学者们解释了各国对不同 CE 战略的需求，并且该领域似乎从那时起就在不断发展。CE 学者对国际市场和跨文化场景日益增长的兴趣需要对文献进行全面和科学的回顾。使用文献计量分析，

设计/方法/方法

作者使用VOSviewer和Biblioshiny软件包对该领域的 109 篇文章进行了文献计量分析。

发现

主要发现包括最有影响力的国家、期刊、文章和作者、不同的研究流派及其发展以及该领域未来的研究方向。当在国际营销环境中考虑 CE 时，出现了四个广泛的主题。第一个主题是关于跨文化客户参与行为的差异。第二个主题是关于 CE 和相关结构的发展。第三个主题涉及品牌如何在不同的国际环境中使用 CE 和 CBE（客户品牌参与）。第四个主题是关于 CE 研究的概念和方法论支持。

原创性/价值

这项研究是一项新颖的尝试，它结合使用VOSviewer和Biblioshiny软件包，对国际营销背景下的 CE 研究进行全面的文献计量分析。