Review of Consumer Engagement and Digital Entertainment on Over the Top Platforms

Abstract

This book chapter tries to address the concept of Consumer engagement and subsequently review it systematically in the light of digital entertainment through existing studies, theories and frameworks. It also aims at providing a broad theoretical perspective on the various applications of consumer engagement and how it differs across different platforms. What are the various aspects of a digital platform that engages consumers? While doing so this study also attempts at addressing the existing gap where consumer engagement has been studied more in the context of a brand consumer relationship. The first half of the chapter focuses on existing definitions and theories. The analysis and discussion in the second part of the chapter broadly applies the above framework while the concluding part discusses significant digital entertainment formats and options in consumer engagement.