Digital customer engagement: A systematic literature review and research agenda

• Published in: Australian journal of management Vol. 50; no. 1; pp. 220 - 245
• Main Authors: Srivastava, Ritu, Gupta, Parul, Kumar, Harish, Tuli, Nikhita
• Format: Journal Article
• Language: English
• Published: Thousand Oaks, CA SAGE Publications 01.02.2025; Sage Publications Ltd
• Subjects: Artificial intelligence; Business; Consumer behavior; Consumers; Digital media; Digital technology; Systematic review; digital customer engagement; Artificial intelligence; consumer behavior; systematic literature review; new-age technologies
• ISSN: 0312-8962; 1327-2020
• DOI: 10.1177/03128962231177096

Digital technologies have become critical to businesses for their engagement, sales, and other marketing-related activities. However, despite massive attention over the last few years, managers still lack an understanding of users' engagement behavior toward these digital technologies. The paper aims to synthesize the state-of-the-art literature on digital consumer engagement by reviewing 139 relevant articles. The study reports on the theoretical lenses, methods, contexts, antecedents, drivers, and outcomes of digital customer engagement. In addition, the study lists top authors, journals, articles, and countries. Finally, the authors develop a comprehensive framework to better understand digital customer engagement and provide critical avenues for future research.