Introduction The aim of this work was to carry out a bibliometric analysis using the different names the engagement has had in marketing to find out about growth trends, current research areas and discover possible future lines of research on the tem.Method The Scopus database was the provider of the information, analysing a sample of 1791 documents for the period from 1996 to 10 March 2018, when the data were downloaded. The softwares used for data analysis were Microsoft Excel and VOSviewer.Results The results show that the development of research on the topic is growing. The country leading in the number of publications is the United States, however, the most productive institution is the University of Auckland, New Zealand; the main magazine was Computers in human behaviour. Similarly, the most productive authors are Hollebeek, Graffigna and Malthouse; but the author who had the greatest impact on quotations per year and not by number of publications was Brodie. The main areas where particular interest has been given are customer/consumer relationship, engagement with social media, user engagement and engagement with the brand. It is possible to emphasise concentration in studies focusing on online environments (social networks and branding communities) and recently studies related to mobile environments (apps).Discussion or Conclusion It can be concluded that engagement is a border issue in the marketing area, especially focusing on online environments and recently on mobile applications. It is an area of research where there is much to be done as brands are committed every day to use more interactive channels to keep their customers and attract new ones, generating new environments for communication, participation and engagements between brands and customers.