Trajectories of Influential Conceptual Articles in Service Research

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 field.Design/methodology/approachThis study draws on scientometrics, specifically an integrated approach combining quantitative citation counts with qualitative citation practices analysis that offers a comprehensive understanding of the nature and context of citations. The authors use the case of customer engagement – a prominent contemporary marketing and service research stream – to explore the trajectory of influential articles in shaping a new research stream.FindingsThis research shows that influential articles contribute to the reciprocal knowledge diffusion within and outside their home discipline. They provide anchor points for conceptual framing, conceptual refining and conceptual reconciliation – three application patterns of citations that are pivotal to navigate theory discovery and theory justification in a research field.Research limitations/implicationsThe study analyzes the early impact period of two influential customer engagement articles to understand the developments leading to the establishment of a new research stream. Future research drawing on automated citation and bibliometric methods may consider extended time periods.Originality/valueThis study traces the trajectory of influential articles in marketing and service research. The authors identify characteristics of influential conceptual articles, and recommend practices to develop a conceptual paper with the potential for an influential trajectory. It shows that while marketing and service research has a tradition of “borrowing” theories from other fields, seminal articles “lend” theories to other fields.Full article available at https://doi.org/10.1108/JOSM-04-2021-0121