Customer engagement and social media: Revisiting the past to inform the future

Weng Marc Lim, Tareq Rasul

Research output: Contribution to journalArticlepeer-review

114 Citations (Scopus)


Customer engagement (CE) is a marketing concept of great importance and the rise of social media in the last decade has further amplified the importance of this concept. Yet, our understanding of the progress of CE research remains limited due to the absence of a one-stop state-of-the-art overview of the concept that considers its manifestation on social media. To address this gap, we review CE research on social media since the beginning of the present millennium using the PRISMA protocol for systematic reviews. The outcome of our review reveals the antecedents, decisions, and outcomes; the theories, contexts, and methods; and the ways forward for advancing knowledge, improving representation, and enhancing rigor with respect to future research on CE and social media.
Original languageEnglish
Pages (from-to)325-342
Number of pages18
JournalJournal of Business Research
Early online date1 Sept 2022
Publication statusPublished - 1 Sept 2022


  • Customer Engagement
  • Social Media
  • Marketing
  • Systematic Review
  • Relationship marketing
  • Brand engagement
  • Social media
  • Systematic review
  • Consumer engagement
  • Customer engagement
  • Business engagement
  • Systematic literature review


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