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Digital customer engagement: A systematic literature review and research agenda

Author

Listed:
  • Ritu Srivastava
  • Parul Gupta

    (Associate Professor, Management Development Institute Gurgaon, India)

  • Harish Kumar

    (Assistant Professor, Department of Marketing, Great Lakes Institute of Management Gurgaon, India)

  • Nikhita Tuli

    (Management Development Institute Gurgaon, India)

Abstract

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. JEL Classification: M31

Suggested Citation

  • Ritu Srivastava & Parul Gupta & Harish Kumar & Nikhita Tuli, 2025. "Digital customer engagement: A systematic literature review and research agenda," Australian Journal of Management, Australian School of Business, vol. 50(1), pages 220-245, February.
    • Handle: RePEc:sae:ausman:v:50:y:2025:i:1:p:220-245
    DOI: 10.1177/03128962231177096
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    More about this item

    Keywords

    Artificial intelligence; consumer behavior; digital customer engagement; new-age technologies; systematic literature review;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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