<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-0705</journal-id>
<journal-title><![CDATA[Nova scientia]]></journal-title>
<abbrev-journal-title><![CDATA[Nova scientia]]></abbrev-journal-title>
<issn>2007-0705</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Salle Bajío A. C., Coordinación de Investigación]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-07052018000200524</article-id>
<article-id pub-id-type="doi">10.21640/ns.v10i21.1438</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Engagement: bibliometric analysis]]></article-title>
<article-title xml:lang="es"><![CDATA[Engagement: análisis bibliométrico]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Preciado Ortiz]]></surname>
<given-names><![CDATA[Claudia Leticia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vargas Barraza]]></surname>
<given-names><![CDATA[Juan Antonio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gilsanz López]]></surname>
<given-names><![CDATA[Ainhize]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guadalajara Centro Universitario de Ciencias Económico Administrativas ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad del País Vasco Facultad de Ciencias Económicas y Empresariales ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2018</year>
</pub-date>
<volume>10</volume>
<numero>21</numero>
<fpage>524</fpage>
<lpage>551</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-07052018000200524&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-07052018000200524&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-07052018000200524&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Introduction The objective of this paper was to carry out a bibliometric analysis by using the different names that engagement has had in marketing to know growth trends, current research areas and to discover potential future lines of research on this subject.  Method The Scopus database was the provider of the information, analyzing a sample of 1791 documents for the period from 1996 to March 10, 2018, the date on which the data was downloaded.  Results The results show that the development of research on the subject is growing. The country that leads in number of publications is the United States, however, the most productive institution is the University of Auckland, New Zealand; and the leading journal was Computers in Human Behavior. Similarly, the most productive authors are Hollebeek, Graffigna and Malthouse; but the author who had the greatest impact on citations per year and not per number of publications was Brodie. The main areas in which a particular interest has been given are customer / consumer engagement, social media engagement, user engagement and brand engagement. It is possible to emphasize the concentration in studies that are focused on online environments (social networks and brand communities) and recent studies related to mobile environments (apps).  Discussion or Conclusion It can be concluded that engagement is a frontier issue in the area of marketing, especially focused on online environments and recently on mobile applications. It is an area of research in which there is much to do, since brands are betting every day on using more interactive channels to keep their customers and attract new ones, by generating new communication environments, involvement and engagement between brands and customers.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción El objetivo de este trabajo fue llevar a cabo un análisis bibliométrico utilizando los diferentes nombres que el engagement ha tenido en marketing para conocer las tendencias de crecimiento, las áreas de investigación actuales y descubrir posibles líneas futuras de investigación sobre el tema.  Método La base de datos Scopus fue el proveedor de la información, analizando una muestra de 1791 documentos para el período comprendido entre 1996 y el 10 de marzo de 2018, fecha en que se descargaron los datos. Los softwares utilizados para el análisis de datos fueron Microsoft Excel y VOSviewer.  Resultados Los resultados muestran que el desarrollo de la investigación sobre el tema está creciendo. El país que lidera en número de publicaciones es Estados Unidos, sin embargo, la institución más productiva es la Universidad de Auckland, Nueva Zelanda; y la revista principal fue Computers in human behavior. Del mismo modo, los autores más productivos son Hollebeek, Graffigna y Malthouse; pero el autor que tuvo el mayor impacto en las citas por año y no por número de publicaciones fue Brodie. Las principales áreas en las que se ha otorgado especial interés son la relación cliente / consumidor, el engagement con las redes sociales, el engagement del usuario y el engagement con la marca. Es posible enfatizar la concentración en estudios enfocados a entornos en línea (redes sociales y comunidades de marca) y recientemente estudios relacionados con entornos móviles (aplicaciones).  Discusión o Conclusión Se puede concluir que el engagement es un tema de frontera en el área de marketing, especialmente centrado en entornos en línea y recientemente en aplicaciones móviles. Es un área de investigación en la que hay mucho que hacer ya que las marcas apuestan cada día por utilizar canales más interactivos para mantener a sus clientes y atraer nuevos, generando nuevos entornos de comunicación, participación y engagment entre marcas y clientes.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[análisis bibliométrico]]></kwd>
<kwd lng="es"><![CDATA[engagement]]></kwd>
<kwd lng="es"><![CDATA[mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[brand engagement]]></kwd>
<kwd lng="es"><![CDATA[customer engagement]]></kwd>
<kwd lng="en"><![CDATA[bibliometric analysis]]></kwd>
<kwd lng="en"><![CDATA[engagement]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[brand engagement]]></kwd>
<kwd lng="en"><![CDATA[customer engagement]]></kwd>
</kwd-group>
</article-meta>
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