Interactive Content and Its Influence on Consumer Engagement

Abstract

This article examines how interactive content influences consumer engagement in digital marketing, addressing the central question of which interactive strategies most effectively foster cognitive, emotional, and behavioral involvement. Using a systematic literature review of peer-reviewed studies, the paper synthesizes findings on social media interactivity, gamification, and augmented reality, evaluating their ability to generate authentic consumer participation beyond surface-level metrics. The review highlights that interactive content enhances attention, satisfaction, and loyalty by transforming passive consumption into active co-creation, though effectiveness depends on design quality, platform norms, and consumer motivations. Data extraction and thematic analysis allowed for the categorization of engagement drivers and limitations, with results emphasizing the novelty effect, the risks of cognitive overload, and the need for multidimensional engagement measures. Overall, the study finds that interactive content, when strategically designed, provides meaningful opportunities to build trust, deepen relationships, and sustain consumer-brand engagement in evolving digital contexts.