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Article
Publication date: 14 March 2022

Mukta Srivastava and Sreeram Sivaramakrishnan

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…

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Abstract

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.

Details

International Marketing Review, vol. 39 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 2 May 2022

Mukta Srivastava, Neeraj Pandey and Gordhan K. Saini

Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to provide a…

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Abstract

Purpose

Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to provide a deeper understanding of reference pricing literature using bibliometric analysis and offers specific research questions for future research in this domain.

Design/methodology/approach

Using a sample of 309 articles published between 1977 and 2021, the study conducts bibliographic coupling, citation analysis, cluster analysis, content analysis, keyword analysis and a three-field plot to map the intellectual structure of reference price.

Findings

The content analysis gave seven research clusters: (1) modeling reference price, (2) consumer perceptions of price (un)fairness, (3) price framing, (4) comparative price-based promotion, (5) reference price formulation, (6) pay-what-you-want (PWYW) pricing and (7) range theory and price perceptions. The study also delineates reference price literature across several parameters like authorship, highest cited paper, most popular journal, institutions, region-wise publication trend and author-networks. The emerging research themes for future scholars working in this domain have also been highlighted.

Originality/value

This is the first comprehensive study to explore reference price from a bibliometric lens. The study highlights and discusses the recent themes on reference price, from both academic and managerial perspectives.

Details

Marketing Intelligence & Planning, vol. 40 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 13 October 2020

Mukta Srivastava and Sreeram Sivaramakrishnan

It is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether…

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Abstract

Purpose

It is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether enhanced exposure to eWOM results in greater consumer brand engagement (CBE). While answering this question, this study also assesses the influence of eWOM and CBE on customer loyalty and satisfaction with the brand. The study has been conducted across two products –a search product and an experience product.

Design/methodology/approach

A model is developed and hypotheses are proposed using the Elaboration Likelihood Model which are then tested using PLS-SEM. Data was collected from 712 respondents across India.

Findings

Findings indicate that eWOM significantly and positively affects CBE in both product categories. CBE significantly and positively influences both satisfaction and loyalty. eWOM is not significantly related to loyalty for both search and experience products. It is, however, found to be significantly and positively associated with satisfaction in case of the experience product, while a non-significant relationship was found for the search product.

Research limitations/implications

The present study uses the survey method and PLS-SEM as the analysis technique which makes it correlational and confirmatory. The study, therefore, makes no firm claims on establishing causality.

Originality/value

The paper presents an original idea that CBE fully mediates the relationship between eWOM and satisfaction. This study attempts to fulfil a critical gap in the existing literature by establishing that eWOM generated by other users/consumers about a brand has a significant impact on CBE irrespective of the type of the product that is search or experience.

Details

Marketing Intelligence & Planning, vol. 39 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 29 April 2021

Mukta Srivastava and Sreeram Sivaramakrishnan

Customer engagement (CE) as a domain of research started gaining impetus when it became apparent that it can be a key driver of a firm's performance, competitive advantage and…

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Abstract

Purpose

Customer engagement (CE) as a domain of research started gaining impetus when it became apparent that it can be a key driver of a firm's performance, competitive advantage and loyalty. The purpose of this study is to develop a deep understanding of the CE construct in marketing literature using bibliometric analysis.

Design/methodology/approach

In this study, 940 articles were retrieved from Scopus, the well-known electronic database. Bibliographic coupling and co-occurrence analysis using VOSviewer along with content analysis were employed.

Findings

After careful content analysis, six clusters were identified through bibliographic coupling: (1) modeling customer engagement, (2) customer engagement theory and empirical validation, (3) customer engagement and service-dominant logic, (4) customer engagement and social media, (5) customer engagement and brand platforms and (6) engagement in other contexts. The outcomes of this study would not only be valuable for scholars working in the CE domain, but could also be useful for practitioners and policymakers who wish to enhance their understanding about CE.

Originality/value

Over the past decade, the research on CE construct has exploded owing to the growing interest of both scholars and practitioners in the field. Despite being a popular field of research, there is no published work on a comprehensive bibliometric analysis of the construct in marketing literature. The current study bridges this gap in the existing literature.

Details

Marketing Intelligence & Planning, vol. 39 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 19 September 2022

Mukta Srivastava and Gordhan K. Saini

The purpose of this study is to unpack the knowledge structure of the elaboration likelihood model (ELM), examine its applications in various domains and propose future research…

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Abstract

Purpose

The purpose of this study is to unpack the knowledge structure of the elaboration likelihood model (ELM), examine its applications in various domains and propose future research directions using bibliometric analysis.

Design/methodology/approach

The study involves the bibliometric analysis of 279 articles retrieved from Scopus using VOSviewer and Biblioshiny. The authors used trend topic analysis, bibliographic coupling, cluster analysis and content analysis as the analytical methods.

Findings

The study revealed the most influential authors, journals, articles and countries in the domain. The keyword analyses showed that initially, the model was used in the field of “persuasion” and “persuasive communication”; however, in the past five years, it has been widely adopted in different areas such as “crowdsourcing,” “decision support systems” and “information systems.” Bibliographic coupling combined with content analysis resulted in seven clusters: ELM in marketing communications, ELM in information system research, ELM in the service context, ELM in advertising research, ELM and electronic word-of-mouth, ELM and trust in the online context and ELM in other contexts.

Originality/value

The study provides a bibliometric analysis of the ELM, offers useful future research directions to the scholars of different domains and highlights implications for managers.

Details

Journal of Consumer Marketing, vol. 39 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 11 August 2021

Abhishek and Mukta Srivastava

The advent of social media has led to the emergence of influencers and the domain of influencer marketing (IM). Despite being a popular and evolving research domain, it still…

5781

Abstract

Purpose

The advent of social media has led to the emergence of influencers and the domain of influencer marketing (IM). Despite being a popular and evolving research domain, it still lacks a comprehensive and systematic bibliometric analysis in the field. This study attempts to fill this critical gap by mapping the influence of IM to understand the intellectual structure and propose a future research agenda for scholars working in the domain.

Design/methodology/approach

The authors have used VOSviewer and Biblioshiny packages for conducting a variety of analyses such as citation analysis, bibliographic coupling, keyword analysis and three-field plot analysis.

Findings

The main findings include identifying six clusters in the domain, i.e. “mechanism of IM,” “measuring the impact of IM,” “persuasive cues in IM,” “likability factors of influencers,” “authenticity of influencers” and “understanding followers.” Future research guidelines have been proposed in each of the six clusters, followed by research and managerial implications, conclusion and limitations.

Originality/value

This study is probably the first attempt at providing a comprehensive bibliometric analysis in the domain using a combination of VOSviewer and Biblioshiny packages.

Details

Marketing Intelligence & Planning, vol. 39 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 10 May 2022

Gordhan K. Saini, Filip Lievens and Mukta Srivastava

In the past 25 years, employer and internal branding have grown significantly. Prior reviews tended to focus on either one of these domains. This study aims to map the…

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Abstract

Purpose

In the past 25 years, employer and internal branding have grown significantly. Prior reviews tended to focus on either one of these domains. This study aims to map the intellectual structure of research on both employer branding and internal branding, thereby identifying impactful authors and journals, current and evolving themes and avenues for future research.

Design/methodology/approach

Using VOSviewer and Biblioshiny software packages, a bibliometric analysis of 739 articles was conducted using various methods such as citation analysis, bibliographic coupling, cluster analysis, keyword analysis and three-field plot. The Scopus results were further validated using 297 articles produced by the Web of Science data set. It ensured the robustness of the results and generalizability of the findings across bibliometric data sets.

Findings

The findings first report the impactful articles, authors and institutions of employer and internal branding research, along with popular keywords used in this area. Next, the analysis reveals four major clusters and seven subthemes (i.e. employer brand and job seekers, employer brand and employees, employer brand and international human resource management (HRM), third-party employer branding, internal branding – conceptualization/review, internal branding – antecedents and consequences, internal brand management). Early research focused more on “corporate brandings,” whereas current research deals more with “employer branding: antecedents and consequences,” “employer branding conceptualization/review,” and “internal branding” and its subthemes. The employer and internal branding clusters have evolved largely independent from each other. This study offers future research directions and practical implications per cluster.

Originality/value

To the best of the authors’ knowledge, this study is the first comprehensive bibliometric analysis of both employer and internal branding research.

Details

Journal of Product & Brand Management, vol. 31 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

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