(Espanhol/Castelhano) Una revision sistemática del compromiso del consumidor: síntesis y agenda de investigacion

Purpose – 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. Design/methodology/approach – 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. Findings – 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. Originality/value – 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.

This research was supported by Fundação para a Ciência e a Tecnologia, grant UIDB/ 00315/2020.

Text mining,Systematic literature review,Consumer engagement,Consumer-brand engagement,Consumer engagement typology,Online brand community engagement

• Economia e Gestão - Ciências Sociais