Building Consumer Engagement in Social Media: A Systematic Literature Review

Dina Mardhatilah^1*, Azizah Omar², Elisabet Dita Septiari³

1. School of Management, Universiti Sains malaysia
2. School of Management, Universiti Sains Malaysia
3. Faculty of Business and Economics, Universitas Atma Jaya Yogyakarta

Journal of Business Management and Accounting 14(1) (2024) · https://doi.org/10.32890/jbma2024.14.1.1

Abstract

This study aims to investigate the dimensions of customer engagement (CE) in social media and what theories and methods are employed to scrutinize CE on social media. This study systematically used the literature review of 77 articles. Through Scopus-indexed academic databases, this study found and assessed peer-reviewed journal papers focused on social media and consumer engagement from 2018 to 2022. In this study, the current issues and research gaps for designing and developing future research are presented as well. This research analyzed the dimensions, theories, variables, methods, social media types, and previous business and spatial contexts. Most researchers illustrated CE as giving likes, comments, and shares on social media. Sixteen theories of the prior research were employed to investigate consumer engagement. This study positively impacts social media and consumer engagement by suggesting new insight for analyzing the related literature. They include modifying the CE in social media, reflecting the interaction between brand and customer phenomena, using other theories that exclude sixteen approaches that have been identified, and applying different methods such as experimental or mixed methods. Therefore, a comprehensive explanation of the consumer engagement framework on social media can be explained holistically by further studies.

Keywords: Social media, consumer engagement, systematic literature review

INTRODUCTION

Recently, marketing through social media has become one of the most effective marketing strategies. Through social media, an interactive connection between business companies and customers continues to grow (Cartwright et al., 2021). Many companies use social media to bring customers closer to their brands, products, and services. They can control and convey their information to many people more rapidly, enabling two-way interactive communication with customers and encouraging customer engagement with the company (Hudson et al., 2016; Mega Marketing, 2018). The total number of social media users globally is 59.4%, with the average daily time spent using social media is more than two hours, as illustrated in Figure 1. It indicates that to attract consumers, marketers should use social media as a marketing tool (Eslami et al., 2022). Social media also can support customers as volunteer marketers through sharing and participating intensively. They no longer play as spectators. However, the customers play as observers, recommenders, brand popularizers, initiators, and co- creators that interact directly with the brands (Eslami et al., 2022b).

Company or brand interactions with customers on social media can build customer engagement that can have2 a similar function as firm advertising but, in this case, from consumer experiences in a participative way. Social media enable customers to devote their experiences to the brand through likes, comments, posts, and shares, reflecting customer engagement. Increasing customer engagement can benefit firms in raising website traffic, sales, customer satisfaction, and quality decisions (Eslami et al.,

Company or brand interactions with customers on social media

can build customer engagement that can have a similar function as firm advertising but, in this case, from consumer experiences in a participative way. Social media enable customers to devote their experiences to the brand through likes, comments, posts, and shares, reflecting customer engagement. Increasing customer engagement can benefit firms in raising website traffic, sales, customer satisfaction, and quality decisions (Eslami et al., 2022). Hence, customer engagement becomes popular agenda for marketers in which they can maintain long-term customer relationships and strengthen customer loyalty to the brand (W. M. Lim & Rasul, 2022 ; Ali et al., 2021)

In terms of its construct and measurement, consumer engagement is variously defined in social media. The research inventory activity carried out in this study is deemed necessary to gain a more in-depth and up-to-date understanding of customer engagement research shortly. A systematic review was applied to understand and map the existing literature on consumer engagement and identify some research gaps. First, what the dimensions of customer engagement on social media are, and then theories and methods are applied to investigate social media consumer engagement.

LITERATURE REVIEW

Customer Engagement

Organizational behaviour and psychology are the fields in which the idea of Engagement is generated and investigated (Huo et al., 2010; Schaufeli, 2002; Tkalac Verčič, 2021). It is then utilized in the marketing sector (Bowden, 2009). CE has become a well-known construct in such research (Eslami et al., 2022). Doorn et al. (2010) applied a behavioural approach to explaining CE, defined as customers’ actions motivated by a particular brand or company and going beyond purchases. The behaviour engagement can be positive (like, share, positive comment) or negative (negative comment, negative e-WOM) (Audy Martínek, 2021; Bowden, 2009). Other researchers explained that CE is a psychological state and a multifaceted construct with cognitive, emotional, and behavioural elements that occur in customer experiences on social media that interactively and creatively with brands (Brodie et al., 2011, 2013; Eigenraam et al., 2021; Hollebeek,

2011). Specifically, in the marketing realm, CE is defined as consumer behaviour that is interactive and co-creative with companies or brands (Eslami et al., 2022). Consumer engagement exists in every phase, from purchasing transactions, repurchasing, and recommending product brands to other consumers to evaluating brands voluntarily (Eslami et al., 2022; Roberts & Alpert, 2010). Most marketing research has identified an interaction between CE and constructs such as brand attachment, satisfaction, involvement, commitment, loyalty, and trust (Castillo-Abdul et al., 2021; Eslami et al., 2022a; Huang et al., 2022a). Customer satisfaction is essential to customer engagement (Fatima & Ali, 2022; Rahman et al., 2022; Park & Ha, 2021). However, there have been quite various explanations for the dimensions of CE. Some empirical studies revealed that the CE dimensions are cognitive, affective, and behavioral. In contrast, Doorn et al. (2010) mentioned five dimensions of consumer engagement: positive and negative valence, information absorption process, scope, impact, and customer goals. In the same vein, Lim and Rasul (2022) stated that the concept of consumer engagement could accommodate various perspectives and must capture the nature of customer exhibit interaction, which can then be inferred to encourage desired brand action or discourage undesired customer behavior. It is obvious that there are numerous perspectives on approaching CE, which need to be systematically reviewed and reported. From the online view, social media facilitate the CE process as two-way interactive communication. They bring brands closer to customers, making it easier for customers to engage with brands (Castillo-Abdul et al., 2021; Harrigan et al., 2017). Brand engagement with customers on social media is reciprocal and transcends space and time (Mani et al., 2019). Through direct and flexible communication (Eslami et al., 2022a), social media have increased the complexity of customer engagement with brands and direct customer-to-customer (Carlson et al., 2018; Prentice et al., 2019). Customer engagement in social media is shaped and can be measured by the number of likes and shares of a social media post (Eslami et al., 2022b; Prados-Peña et al., 2022; Nguyen et al., 2022; Fatima & Ali, 2022; Rahman et al., 2022; Park & Ha, 2021).

Social Media

Social media admit that content making and sharing is user-generated content based on the internet platform (Cortez et al., 2023). This platform provides access to its users to build virtual communities and share content with fellow users. The specified term in the marketing context is an online brand community (OBC) (Eslami et al., 2022). Through social media (Some favourite ones such as Instagram, Facebook, Twitter, Whatsapp, LinkedIn, Reddit, TikTok, and YouTube), marketers can take advantage of an extensive customer network and use them as media for promotion and creation of shared value (Bohlin et al., 2018; Izogo, 2020). Data demonstrated that in 2019 Facebook, Instagram, and YouTube had 2.14 billion, 1 billion, and 2 billion active followers, respectively (Statista, 2019, YouTube, 2020).

Digital marketing is different from traditional marketing approaches in which marketing on social media is characterized by modern, more porous, open, and flexible marketing style with a broad reach (Felix et al., 2017). With all their advantages, social media platforms help businesses achieve various marketing goals, such as increasing brand awareness, eWOM, and consumer engagement and influencing consumer attitudes toward brands (Pezzuti et al., 2021). Unlike traditional marketing channels, social media platforms are designed for customers to engage directly with brands; thus, it is one way to encourage an active response from customers (Brodie et al., 2011, 2013; Hollebeek, 2011). For example, Snapchat is a social media platform that allows users to send images, videos, and text within a specified amount of time for the receiver(s) to view the content before it becomes permanently inaccessible to the receiver (Iankova et al., 2019). Instagram is a social media platform providing access for users to share videos and photos. While YouTube is a platform for sharing videos that can be shared with everyone (Voorveld, 2019).

Previous research has investigated many social media marketing strategies (de Vries et al., 2017). Companies can use social media to analyse their communications’ impact through consumer engagement feedback (Eslami et al., 2022). With this feedback, companies may make better judgments about interacting with customers, producing more gratifying goods, and boosting sales (Othman et al., 2021). Therefore, many firms spend more on social media to develop their brands and increase sales, whereas users spend more time there (de Vries et al., 2017). Marketing channels through social media have the convenience of segmenting consumers, many affordable costs, and a broader reach compared to traditional marketing channels such as television, radio, magazines, and other printed media(Arenas-Gaitán et al., 2018; Moe & Ratchford, 2018). It has become a platform often used to break consumer brand bonds in reality and has helped to turn customers into participants (de Vries et al., 2012).

METHODOLOGY METHODOLOGY

This     study
This study          conducted
            conducted                 a systematic
                        a systematic literature               literature
                                                review to collect  information review        to collect
                                                                                 about customer    engagement,
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                                                                              table containing   years, authors,
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                                                                        scale), theories                  in
                                                                                           used, and variables
(independent, moderator, and mediator). The results of a systematic literature review using 77 studies
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of variables that influence consumer engagement.

social media. Due to the importance of these concepts to our assessment, the author selected the specific 6terms (1) "customer interaction" and (2) "social media" for the search. (i.e., customer = consumer, social media). At the beginning of the search, it was obtained 94 articles, and after screening based on names, methods (collecting data, data type, the sample scale), theories used, and variables (independent, moderator, and mediator). The results of a systematic literature review using 77 studies of the literature by year, country, ideas, theories, and methodologies. Its classifications of variables influence consumer engagement. The results of this study are the literature’s regional distribution, its distribution by year, its usage of significant ideas and theories, its methodologies, and its classifications of variables that influence consumer engagement.

In recent years, a growing body of academic study has focused on consumer engagement on social media. Although the article search started in 2000, during the identification phase, the author used Scopus source as a search engine to seek the works released between 2018 and 2022. Scopus source was chosen as a search tool to understand the latest research developments on consumer engagement in social media. Due to the importance of these concepts to our assessment, the author selected the specific terms (1) “customer interaction” and (2) “social media” for the search. (i.e., customer = consumer, social media). At the beginning of the search, it was obtained 94 articles, and after screening based on inclusion and exclusion, 77 articles were selected. Seven of which could not be accessed. Table 1 depicts the criteria for inclusion and exclusion.

Finally, 77 academic papers on customer engagement on social media were published from 2018 to 2022. This report outlined more detailed information on each study to determine which studies were mentioned.

Table 2 presents the empirical research sources used in this study and available publications year. A cumulative frequency distribution graphic illustrates how the 77 peer-reviewed research publications as a part of the systematic review were distributed (See Table 2). On average, 15 articles were published yearly over the previous five years (2018-2022). There was an increasing number of papers from 2018 to 2020, but it decreased in 2021 and again increased in 2022. Many researchers have been interested in researching consumer engagement on social media recently. It was found that 13 articles and 14 articles were published in 2018 and 2019, respectively. The number continued to increase to 29 reports in 2020, 11 in 2021, and 20 in 2022, and the total number of articles reviewed was (n = 77).

RESULT

Geographic Scope

As shown in Figure 3, the research was conducted in ten different nations. The United Kingdom papers comprised the most (29.5%), followed by the United StatesRESULT (15%). A few peer-reviewed research papers were from Australia, Finland (5.9%), India (5.9%), Canada Geographic Scope (5%), China (5%), Malaysia (5%), and France (3.5%). In Asia, research As shown in Figure on consumer 3, the research wasengagement conducted in tenand social different media nations. has not The United beenpapers Kingdom widely comprised studied, the most (29.5%),and it was followed primarily by the investigated United States (15%). A fewinpeer-reviewed China, India, andpapers research were from Australia, Finland (5.9%), India (5.9%), Canada (5%), China (5%), Malaysia (5%), and Malaysia. France (3.5%). In Asia, research on consumer engagement and social media has not been widely studied, and it was primarily investigated in China, India, and Malaysia.

a dimension of consumer engagement. Other researchers (8%) used the measurements of consuming,9 contributing, and creating user- generated content (UGC) as a dimension of CE.

Social Media Used

Overall, the majority of the research in our study (77 publications), as shown in Table 4, concentrated on social media. However, some studies focused on more than one social networking platform but multiple social media, e.g., Twitter, Instagram, Facebook, and Whatsapp. In contrast, the authors found no articles from the entire articles we reviewed focused on TikTok. TikTok, a new subculture, has emerged for the present era into a new wave of social media, which has also become a media as a new place to develop young talents (Patel & Binjola, 2020) that can influence consumer engagement on social media. Facebook ranked as the most social media widely researched about consumer engagement (37 research), brand web occupied the second position as a social media widely studied about consumer engagement (28 research) and Twitter with 15 articles.

Methods Employed

The method employed for data collecting in academic articles was categorized into some manners, including quantitative, qualitative, experimental, and mixed methods. While the data collection method used for quantitative included survey, data scrapping, and secondary data. Then, the qualitative approach researches employed case studies, interviews, and observation to collect the data. Finally, the authors attempted to identify the correlation between content and customer engagement for the experiment.

Types of Theory

A meta-analysis of 77 studies was employed to understand the theoretical basis and methods to examine consumer engagement in social media more deeply. The root theories were varied such as psychology, organizational behavior, communication, consumer behavior, linguistics, education, sociology, and economics. The most systematic approaches used were the Consumer Brand Engagement theory (34%), followed by User and Gratification theory (11%), Social Network Theory (9%), and Stakeholder theory (7%). Other approaches above 1% but below 5 % included Social Influence theory, TAM, contingency theory, Elaboration Likelihood model, relationship marketing, excellent and service-dominant logic, and contingency theory. Then, the hypotheses derived from 1% out of the entire paper include the Self-Determination Theory, Dual Process theory, Theory of Uniqueness, Flow theory, Cognitive Dissonance, and Theory of marketing firm. In addition, the service quality model, Hart’s Theory of word choice and vocal tone, self-directed learning, Theory of marketing firm, cognitive dissonance, dual process theory, Theory of uniqueness, uses flow theory, and Theory of resonance were employed.

DISCUSSION

This study aims to collect and categorize research into customer engagement on social media. The determined research has been conducted concerning when, who, where, on what, which method, and how CE is employed. The finding can help to give valuable insight for future research. Several findings of consumer engagement research included:

1) Research focused more on the United Kingdom and the United States; 2) Research interest increased during this time five years and was primarily studied in 2022; 3) The dominance of journals assessing consumer engagement and social media has been found in business management and computer science; 4) Primarily researchers used psychological perspectives to explain CE in social media with dimensions of like, comment, and share; 5) Facebook became social media primarily used in previous research; 6) Quantitative approach became the method mainly used in previous researches; and 7) The dominant Theory used to explain CE was consumer behavior, i.e., customer brand engagement.

CONCLUSION

Previous studies in Table 6 have been supported by various ideas to describe CE in social media, each applying several different theories. This study supported the postulate of Lim and Rasul (2022). Consumer engagement is a concept that can accommodate diverse perspectives. Still, it must capture the nature of customer exhibit interaction, which can be inferred to encourage desired brand action or discourage undesired customer behavior. Most researchers used to like, comment and share to describe the CE in social media. Future researchers can modify the CE in social media to reflect the phenomena of their object research as long as they capture the interaction between the brand and customers, support the brand, or reduce negative customer behavior about the brand.

This paper identified 16 theories in which prior research employed some views concerning consumer engagement (i.e., Social Exchange

Theory, Self-Determination Theory, Social Influence theory, Social Influence theory, Dual Process theory, Ideology of uniqueness, and Flow theory. Furthermore, the Contingency Theory, Theory of the marketing firm, Stakeholder theory, Innovation diffusion theory, ELM, Customer Brand Engagement, Relationship marketing, Service quality model, Hart’s Theory of word choice and verbal tone, and Self- learning) were also employed. Future studies can comprehensively explain the social media consumer engagement framework.

On the other hand, numerous quantitative studies have been carried out. However, experimental approaches, so far, are still rare, so it is interesting to investigate in depth the consumer engagement determined by social media content. The mixed methods are also a call for further research to understand CE. Further research must clearly define the CE phenomena to be researched, enabling them to select an appropriate measurement of CE to reflect the phenomena and help develop an effective strategy for marketers to drive and sustain CE.

Based on the conclusions submitted above, this research’s practical and Theory contribution is to develop an effective strategy for marketers to drive and sustain CE. This research investigates how companies design systems on social media to increase and measure their consumer engagement on social media. As our analysis shows, social media is growing as a field of inquiry, yet much is unknown regarding effective means for creating engaged and profitable consumers. This analysis notably reveals that “firm engagement” is a critical business problem and intellectual challenge.

This study has some limitations. It only applies one keyword in the title and abstract. Moreover, the keywords of this study were “social media” and “consumer engagement.” In addition, this study only includes some works published in scholarly journals over the last five years that have been included in the Scopus-indexed database. Considering that the analysis in this study was manually conducted using Publish and Perish, Microsoft, and Mendeley. Furthermore, a systematic literature review tool should be evaluated to obtain more legitimate results.

ACKNOWLEDGMENT

Acknowledgement to Ministry of Higher Education Malaysia for Fundamental Research Grant Scheme with Project Code:

FRGS/1/2020/SS01/USM/02/04 and the Universiti Sains Malaysia. All references were collected from the institutional account of Universiti Sains Malaysia, Institut Pertanian Instiper Yogyakarta Indonesia and Universitas Atma Jaya Yogyakarta, Indonesia.

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