Consumer Engagement in Online Marketing: A Systematic Literature Review

Abstract

Consumer engagement has become a pivotal construct in online marketing, reflecting how customers interact, co-create, and establish relationships with brands in digital environments. This study employs a systematic literature review (SLR) of publications from 2011 to 2021 to synthesize definitions, antecedents, outcomes, and measurement approaches of consumer engagement. Engagement is consistently conceptualized as a multidimensional construct encompassing cognitive, emotional, and behavioral dimensions. Key antecedents include content quality, interactivity, personalization, and community participation, while barriers such as privacy concerns and digital fatigue limit engagement potential. Outcomes highlight engagement as a strategic asset, fostering brand loyalty, advocacy, and business performance, though measurement remains fragmented with varied approaches that create inconsistencies across studies. The review underscores the need for a standardized framework and future research into emerging contexts such as influencer marketing, live-stream commerce, and AI-driven personalization, offering both theoretical clarity and practical guidance for sustaining consumer engagement in a dynamic digital landscape.