Digital Engagement in Relationship Marketing: A Hybrid Systematic Review and Bibliometric Mapping of Conceptual and Intellectual Structures

Abstract

This study aims to map the development of literature related to digital engagement within the context of relationship marketing through a hybrid systematic review and bibliometric analysis approach. Data were collected from 177 scientific articles indexed in the Scopus database and analyzed using VOSviewer software. The results of the analysis reveal six main clusters in the conceptual structure that reflect a close relationship between digital engagement and the variables of customer loyalty, satisfaction, and trust. The intellectual structure highlights the dominant contributions of seminal references such as Brodie et al. (2011), Van Doorn et al. (2010), and Hollebeek et al. (2014). This study provides an important contribution by presenting a comprehensive literature map and offering directions for the future development of research and practices in long-term, relation-based digital marketing.