Consumer Engagement in Digital Entertainment: A Systematic Review

Abstract

Since, the introduction of smartphone in 2000, the concept of consumer engagement has attracted the marketers over the globe. The smartphones are assumed as a means of user engagement for digital entertainment media. The idea behind this research paper is to do a systematic review on consumer engagement in digital entertainment (CEDE) and to identify research gaps in the existing studies. The method of systematic review of literature is adopted to review 204 papers on consumer engagement from five reputed publishers. After the initial screening of the articles, 24 relevant articles to the study topic were identified and a content analysis was applied to find the insights. The findings of the study reveal that most of the selected studies on digital entertainment have paid significant attention to social media. Facebook, Twitter and Instagram were in higher use to boost consumer engagement. The maximum number of research citations on CEDE are from year 2015. The results obtained show an increasing publication count after 2017 on consumer engagement and the maximum numbers of such research efforts are from USA, followed by Australia, UK, China, India. The research paper will be helpful for the academicians, researchers and marketers in knowing the research trends in consumer engagement.