Digital customer engagement: A systematic literature review and research agenda

Ritu Srivastava, Parul Gupta, Harish Kumar and Nikhita Tuli
Additional contact information
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

Australian Journal of Management, 2025, vol. 50, issue 1, 220-245

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

Keywords: Artificial intelligence; consumer behavior; digital customer engagement; new-age technologies; systematic literature review (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/03128962231177096 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:50:y:2025:i:1:p:220-245

DOI: 10.1177/03128962231177096

Access Statistics for this article

More articles in Australian Journal of Management from Australian School of Business
Bibliographic data for series maintained by SAGE Publications ().