Consumer Engagement with Retail Businesses: A Systematic Literature Review and Future Agendas

Abstract

This literature review aims (1) to systematically lay out and analyze the literature on consumer engagement and consumer engagement with retail businesses, (2) to identify the possible antecedents of consumer engagement, and (3) to analyze the context of studies, trends in methodologies, and conceptual frameworks and thus provide the future agendas for consumer engagement with retail businesses. This review uses a systematic literature review (SLR) method. The research articles published in Scopus-indexed journals between 2008 and 2022 were downloaded from the Google Scholar database using a systematic search strategy. The key antecedents of consumer engagement included attitudes towards brands, brand interactivity, brand intimacy, consumer involvement, customer participation, customer perceived value, peer communication, personality traits of consumers, self-brand image congruity, perceived service quality, social media marketing efforts of retail brands, and subjective norms. Though only a few reviewed articles had explicit conceptual frameworks, researchers performed an in-depth analysis of conceptual frameworks underpinning the research. This framework-based review uniquely analyzes the antecedents (Independent Variables) and mediating variables of consumer engagement (Dependent Variable) with retail businesses.