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

Weng Marc Lim, Tareq Rasul

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)

Abstract

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
Volume148
Early online date1 Sep 2022
DOIs
Publication statusPublished - 1 Sep 2022

Keywords

  • 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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