Consumer and Customer Engagement: A Review of The Decade (2010-2019) and Future Directions




customer engagement, consumer engagement, brand engagement, engagement marketing, digital marketing


Customer engagement has been a marketing research priority throughout the decade and several frameworks have tried to conceptualize the phenomenon. Thus, this article aims to summarize ten years of theoretical and empirical studies on customer engagement and to propose directions for future studies about it. A broad review of articles on customer, consumer and brand engagement was conducted and discussed, aiming at the convergence between different existing perspectives. As one of its contributions,this article argues for a more social and dynamic concept of engagement, suggesting the use of the term “consumer engagement”, because the engagement value for the brand comes not just from customers, but from anyone who has contact with the brand, for example through social media.


Não há dados estatísticos.

Biografia do Autor

Sylvio Ribeiro de Oliveira Santos, Universidade Federal do Rio Grande do Sul (UFRGS)

Doutor em Administração pela Universidade Federal do Rio Grande do Sul (UFRGS).

Daniel Max de Sousa Oliveira, Universidade Federal do Rio Grande do Sul (UFRGS)

Doutorando em Administração pela Universidade Federal do Rio Grande do Sul (UFRGS).


Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing,23(1),45-61.

Baumeister, R. F., Bratslavsky, E., Finkenauer, C., & Vohs, K. D. (2001). Bad is stronger than good. Review of General Psychology, 5(4), 323–370.

Beatty, S. E., & Smith, S. M. (1987). External Search Effort: An Investigation Across Several Product Categories. Journal of Consumer Research,14(1),83-95.

Beckers, S. F. M., van Doorn, J., & Verhoef, P. C. (2016). Economic outcomes of customer engagement: Emerging findings, contemporary theoretical perspectives, and future challenges. In R. J. Brodie, L. D. Hollebeek, & J. Conduit (Eds.), Customer engagement: Contemporary issues and challenges (pp. 21–52). Routledge.

Bendapudi, N., & Berry, L. L. (1997). Customers’ motivations for maintaining relationships with service providers. Journal of Retailing,73(1), 15-37.

Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the Total Customer Experience Managing the Total Customer Experience. MIT Sloan Management Review.

Bijmolt, T. H. A., Leeflang, P. S. H., Block, F., Eisenbeiss, M., Hardie, B. G. S., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research,13(3), 341–356.

Bowden, J. L. H., Gabbott, M., & Naumann, K. (2015). Service relationships and the customer disengagement: Engagement conundrum. Journal of Marketing Management, 31(7–8), 774–806.

Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. D. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114.

Brown, J. J., & Reingen, P. H. (1987). Social Ties and Word-of-Mouth Referral Behavior. Journal of Consumer Research,14(3), 350-362.

Calder, B. J., Isaac, M. S., & Malthouse, E. C. (2016). How to capture consumer experiences: A context-specific approach to measuring engagement: Predicting consumer behavior across qualitatively different experiences. Journal of Advertising Research,56(1), 39-52.

Carvalho, A., & Fernandes, T. (2018). Understanding customer brand engagement with virtual social communities: A comprehensive model of drivers, outcomes and moderators. Journal of Marketing Theory and Practice,26(1-2), 23-37.

Chan, K. W., & Li, S. Y. (2010). Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity. Journal of Business Research,63(9-10), 1033-1040.

Chauhan, K., & Pillai, A. (2013). Role of content strategy in social media brand communities: A case of higher education institutes in India. Journal of Product and Brand Management, 22(1), 40–51.

Cho, S., Huh, J., & Faber, R. J. (2014). The influence of sender trust and advertiser trust on multistage effects of viral advertising. Journal of Advertising,43(1), 100-114.

Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75.

Civeris, G. (2018). Digital influencers have changed advertising: They’re changing journalism, too. Columbia Journalism Review.

Contestabile, G. (2018). Influencer marketing in 2018: Becoming an efficient marketplace. AdWeek website:

Econsultancy, & Adobe. (2018). Digital intelligence briefing: 2018 digital trends.

Eigenraam, A. W., Eelen, J., van Lin, A., & Verlegh, P. W. J. (2018). A Consumer-based taxonomy of digital customer engagement practices. Journal of Interactive Marketing, 44(1), 102–121.

Garber, L. L., Jr., Hyatt, E. M., & Boya, Ü. Ö. (2009). The collaborative roles of the designer, the marketer, and the consumer in determining what is good design. Advertising & Society Review, 10(1).

Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395-410.

Gligor, D., Bozkurt, S., & Russo, I. (2019). Achieving customer engagement with social media: A qualitative comparative analysis approach. Journal of Business Research, 101, 59–69.

Google. (2014). The Magic Behind Unboxing on YouTube. Marketing Strategies.

Gretry, A., Horváth, C., Belei, N., & van Riel, A. C. R. (2017). “Don’t pretend to be my friend!” When an informal brand communication style backfires on social media. Journal of Business Research,74, 77-89.

Groeger, L., Moroko, L., & Hollebeek, L. D. (2016). Capturing value from non-paying consumers’ engagement behaviours: Field evidence and development of a theoretical model. Journal of Strategic Marketing, 24(3–4), 190–209.

Hamilton, M., Kaltcheva, V. D., & Rohm, A. J. (2016). Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion. Journal of Interactive Marketing, 36, 121–133.

Hanssens, D. M., & Pauwels, K. H. (2016). Demonstrating the Value of Marketing. Journal of Marketing,80(6), 173–190.

Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312–335.

Harris, D. (2008). Web 2.0 evolution into the intelligent web 3.0: 100 most asked questions on transformation, ubiquitous connectivity, network computing, open technologies, databases and intelligent applications. Emereo.

Hendler, J. (2009). Web 3.0 emerging. Computer.

Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological Review, 113(3), 439–460.

Higgins, E. T., & Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology,19(2), 100-114.

Hinson, R., Boateng, H., Renner, A., & Kosiba, J. P. B. (2019). Antecedents and consequences of customer engagement on Facebook. Journal of Research in Interactive Marketing, 13(2), 204–226.

Hoffman, D. L., & Fodor, M. (2010). Can You Measure the ROI of Your Social Media Marketing? MIT Sloan Management Review.

Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management,27(7-8), 785-807.

Hollebeek, L. D., & Chen, T. (2014). Exploring positively- versus negatively-valenced brand engagement: A conceptual model. Journal of Product and Brand Management, 23(1), 62–74.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing,28(2), 149–165.

Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27–41.

Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2016). S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47, 61–185.

Human, G., Hirschfelder, B., & Nel, J. (2018). The effect of content marketing on sponsorship favorability. International Journal of Emerging Markets, 13(5), 1233–1250.

Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50, 277–285.

Islam, J. U., & Rahman, Z. (2016). Linking customer engagement to trust and word-of-mouth on facebook brand communities: An empirical study. Journal of Internet Commerce, 15(1), 40–58.

Jennings, M., & Zeitner, V. (2003). Internet use and civic engagement: A longitudinal analysis. Public Opinion Quarterly,67(3),311-334.

Joshi, A., & Hanssens, D. M. (2010). The direct and indirect effects of advertising spending on firm value. Journal of Marketing,74(1), 20–33.

Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal,33(4), 692-724.

Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1–20.

Kilgour, M., Sasser, S. L., & Larke, R. (2015). The social media transformation process: Curating content into strategy. Corporate Communications, 20(3), 326–343.

Kumar, V. (2018). A theory of customer valuation: concepts, metrics, strategy, and implementation. Journal of Marketing, 82(1), 1–19.

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297–310.

Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36–68.

Kunz, W., Aksoy, L., Bart, Y., Heinonen, K., Kabadayi, S., Ordenes, F.V., Sigala, M., Diaz, D., &Theodoulidis, B. (2017). Customer engagement in a Big Data world. Journal of Services Marketing, 31(2), 161-171.

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146–172.

Lee, D., Hosanagar, K., & Nair, H. (2013). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 1-41.

Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of Advertising Research, 52(1),40-52.

London, B., Downey, G., & Mace, S. (2007). Psychological theories of educational engagement: A multi-method approach to studying individual engagement and institutional change. Vanderbilt Law Review,60(2), 455-481.

Madden, T. J., Fehle, F., & Fournier, S. (2006). Brands matter: An empirical demonstration of the creation of shareholder value through branding. Journal of the Academy of Marketing Science,34, 224-235.

Malthouse, E. C., Calder, B. J., Kim, S. J., & Vandenbosch, M. (2016). Evidence that user-generated content that produces engagement increases purchase behaviours. Journal of Marketing Management,32(5-6),427-444.

Maslowska, E., Malthouse, E. C., & Collinger, T. (2016). The customer engagement ecosystem. Journal of Marketing Management, 32(5–6), 469–501.

Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science,36, 578-596.

McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing,66(1), 38–54.

Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-126.

Muniz, A. M., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412-432.

O’Brien, I. M., Jarvis, W., & Soutar, G. N. (2015). Integrating social issues and customer engagement to drive loyalty in a service organisation. Journal of Services Marketing, 29(6-7), 547-559.

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44.

Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311.

Pemberton, C. (2017). 2017-2018 CMO spend survey highlights demand for results.


Pemberton, C. (2018). 8 top findings in Gartner CMO spend survey. Gartner.

Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central to the and peripheral role of routes involvement advertising moderating effectiveness. Journal of Consumer Research, 10(2), 135–146.

Pilcher, J. (2017). What are the top digital marketing trends and priorities for 2017? The Financial Brand.

Rakuten Advertising. (2019). Rakuten Marketing Study: The 2019 Influencer Marketing Global Survey.

Rohm, A., Kaltcheva, V. D., & Milne, G. R. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media. Journal of Research in Interactive Marketing, 7(4), 295-311.

Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272.

Schau, H. J., Muñiz, A. M., Jr., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30–51.

Schaufeli, W. B., Martínez, I. M., Pinto, A. M., Salanova, M., & Barker, A. B. (2002). Burnout and engagement in university students a cross-national study. Journal of Cross-Cultural Psychology, 33(5), 464–481.

Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7–17.

Smith, S. L. J., & Godbey, G. C. (1991). Leisure, recreation and tourism. Annals of Tourism Research, 18(1), 85-100.

So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality and Tourism Research, 38(3), 304–329.

Solem, B. A. A., & Pedersen, P. E. (2016). The role of customer brand engagement in social media: conceptualisation, measurement, antecedents and outcomes. International Journal of Internet Marketing and Advertising, 10(4), 223-254.

Sprott, D., Czellar, S., & Spangenberg, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46(1), 92–104.

Thackeray, R., Neiger, B. L., Hanson, C. L., & Mckenzie, J. F. (2008). Enhancing promotional strategies within social marketing programs: Use of Web 2.0 social media. Health Promotion Practice, 9(4):338-343.

Tsai, C. F., Ouyang, W. C., Chen, L. K., Lan, C. F., Hwang, S. J., Yang, C. H., & Su, T. P. (2009). Depression is the strongest independent risk factor for poor social engagement among chinese elderly veteran assisted-living residents. Journal of the Chinese Medical Association, 72(9), 478-483.

Van Dijck, J. (2009). Users like you? Theorizing agency in user-generated content. Media, Culture and Society, 31(1), 41–58.

van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266.

Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247–252.

Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice,22(4), 401-420.

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. The Journal of Marketing Theory and Practice, 20(2), 122–146.

Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. Journal of Product and Brand Management, 23(1), 33–42.

Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97–121.

Yadav, M. S. (2010). The Decline of Conceptual Articles and Implications for Knowledge Development. Journal of Marketing, 74(1), 1–19.

Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.



Como Citar

SANTOS, S. R. de O.; OLIVEIRA, D. M. de S. Consumer and Customer Engagement: A Review of The Decade (2010-2019) and Future Directions. Revista Ciências Administrativas, [S. l.], v. 29, 2023. DOI: 10.5020/2318-0722.2023.29.e13159. Disponível em: Acesso em: 25 abr. 2024.