Consumer Engagement in social media: A Systematic Literature Review

Abstract

This article presents a systematic literature review on consumer engagement in social media. Using the PRISMA method and thematic analysis, 70 articles published in leading academic journals were examined. The descriptive results highlight the diversity of methodologies and research contexts, while the thematic analysis allowed for the structuring of conceptualizations, antecedents, consequences, and measurement approaches of engagement. Findings indicate that engagement is conceptualized through diverse perspectives, unidimensional or multidimensional, and is shaped by consumer-related, content-related, brand-related, or combined factors. Its consequences manifest at behavioral, relational, and combined levels, while measurement relies on psychometric scales, social indicators, or hybrid approaches. This review underscores the conceptual and methodological richness of engagement, while also pointing to persistent challenges, particularly the difficulty of capturing cognitive and emotional dimensions in digital environments.

Classification JEL: M31

Paper type: Theoretical article