Online Customer Engagement: a Systematic Literature Review

Abstract

With the increasing prominence of e-commerce and the digital age, businesses are continually seeking ways to engage their customers effectively through online channels. In the digital age, where e-commerce is becoming more and more popular, companies are always looking for new and efficient ways to interact with their clients online. Online customer engagement plays a pivotal role in the success of businesses in the digital age. Online customer engagement refers to the interaction and involvement of customers with a business or brand through digital platforms. Understanding the importance of online customer engagement and implementing effective strategies can position businesses for sustained growth and success in the ever-evolving digital landscape. The paper will discuss the concept of Online Customer Engagement, what factors motivate a customer to get engaged over the online channels and emerging engagement strategies to strengthen the online customer engagement practices. The approach used in this study was a systematic assessment of literature, and the majority of the insights in the research were derived from a rigorous review of data from secondary sources. This paper provides a systematic review of the existing literature on customer engagement from 2013 to 2023.The article focusing on leading conceptualisation of CE and OCE, OCE antecedents and its consequences or major outcomes, emerging strategies of OCE. This article begins with an introduction to the subject followed by research methodology, and then paper is concluded with conclusion, limitations and future research direction for further studies. The study makes a substantial contribution to the expansion and enhancement of knowledge in the fields of online customer engagement and its contribution to long-term company development and maintain long term relations with the customers.