Actor engagement: origin, evolution and trends

Abstract

Purpose This paper aims to present the literature review on engagement in marketing, specifically on the concept of actor engagement (AE), to identify the most influential countries, authors, journals and institutions, their structure and research lines. Design/methodology/approach This review was carried out from a bibliometric and network analysis of documents published in the Scopus and Web of Science databases. Findings A total of 223 documents were found that were scientifically mapped in this field. The network analysis identified four perspectives or research clusters: customer engagement, the conceptualization, co-creation of value and service ecosystems. Finally, the agenda for future research is presented. Originality/value This paper carries out a bibliometric and network analysis, so far not done, of the literature on AE in which its perspectives and future lines of research were identified.