The Evolution of Customer Engagement in the Digital Era for Business: A Review and Future Research Agenda
Date Issued
2024
Author(s)
Rasul, T.
Nair, S.
Ladeira, W. J.
Santini, F. d. O., & Elgammal, I.
DOI
https://doi.org/10.1080/21639159.2023.2275798
Abstract
This study explores the evolution of customer engagement in the digital era for businesses, a
crucial concept in today’s interconnected marketplace facilitated by a variety of digital
platforms. The study identifies a gap in the comprehensive understanding and
conceptualisation of digital customer engagement across various social media platforms and
mediums. By using a bibliometric analysis approach, this study reviews 547 articles published
between 2010 and 2021, offering a holistic view of the existing research landscape. The
analysis uncovers four distinct bibliometric clusters representing unique facets of customer
engagement: brand engagement, behavioural insights, loyalty dynamics, and relationship
dynamics. These clusters provide insights into the multifaceted nature of customer
relationships and engagements facilitated by digital platforms. The study concludes by
proposing seven future research directions, aiming to guide scholars in exploring uncharted
territories in digital customer engagement and its implications for businesses in the digital age.
crucial concept in today’s interconnected marketplace facilitated by a variety of digital
platforms. The study identifies a gap in the comprehensive understanding and
conceptualisation of digital customer engagement across various social media platforms and
mediums. By using a bibliometric analysis approach, this study reviews 547 articles published
between 2010 and 2021, offering a holistic view of the existing research landscape. The
analysis uncovers four distinct bibliometric clusters representing unique facets of customer
engagement: brand engagement, behavioural insights, loyalty dynamics, and relationship
dynamics. These clusters provide insights into the multifaceted nature of customer
relationships and engagements facilitated by digital platforms. The study concludes by
proposing seven future research directions, aiming to guide scholars in exploring uncharted
territories in digital customer engagement and its implications for businesses in the digital age.