Customer engagement in the digital age: a review and research agenda

Aaleya Rasool; Farooq Ahmad Shah; Jamid Ul Islam

doi:10.1016/j.copsyc.2020.05.003

Customer engagement in the digital age: a review and research agenda

Curr Opin Psychol. 2020 Dec:36:96-100. doi: 10.1016/j.copsyc.2020.05.003. Epub 2020 May 29.

Authors

Aaleya Rasool¹, Farooq Ahmad Shah², Jamid Ul Islam³

Affiliations

¹ Department of Management Studies, School of Business Studies, Central University of Kashmir, India.
² School of Business Studies, Central University of Kashmir, India.
³ College of Business Administration, Prince Sultan University, Riyadh, Saudi Arabia. Electronic address: jammicms.kmr@gmail.acom.

PMID: 32599394
DOI: 10.1016/j.copsyc.2020.05.003

Abstract

With the emergence of digital era, practitioners and academicians alike aim at comprehending how companies might facilitate customer engagement. Acknowledging its significance, this study presents a concise review of some recent online customer engagement studies to highlight key research themes that are yet to be enthusiastically uncovered. Doing so, this study is expected to serve as a stepping stone in affording an enhanced understanding of where the area of customer engagement is heading towards and which areas merit deeper scholarly investigation, thereby reflecting its academic significance. We also highlight some key areas that need managerial attention in the adoption of new technologies to foster customer engagement.

Publication types

Review