The concept of engagement A systematic analysis of the ongoing marketing debate

Consumer engagement is emerging as a central concern in brand management strategies. Nonetheless, the concept is new in market research and has been dealt with so far in widely differing and sometimes contradictory ways in both the academic and professional literature, so understanding the true nature of engagement is now both timely and necessary. The basic aim of this study is to outline and explore the different perspectives in the current debate on engagement by conducting an exploratory and systematic content analysis (using purpose-designed T-lab software) of the concept of engagement in the marketing and communication literature, both academic and professional. The results of the analysis raise urgent managerial and methodological issues relating to the concept and practice of engagement, and point to future research directions aimed at a broader and deeper understanding of the concept.