Considerable managerial and academic interest has made engagement a key priority in marketing and service research, spurring a rapidly increasing body of literature on this topic. Academic research initially explored customer engagement (CE) and customer engagement behavior within the...

PurposeThe purpose of this study is to diagnose the trajectory of influential conceptual articles in developing a research stream. The authors uncover the knowledge diffusion through influential conceptual articles and identify characteristics that make conceptual articles influential in their...