Building Consumer Engagement in Social Media: A Systematic Literature Review

• Main Authors: Mardhatilah, Dina, Omar, Azizah, Septiari, Elisabet Dita
• Format: Article
• Language: English
• Published: UUM Press 2024
• Subjects: HF Commerce; T Technology (General)
• Online Access: https://repo.uum.edu.my/id/eprint/30393/1/JBMA%2014%2001%202024%201-35.pdf; https://doi.org/10.32890/jbma2024.14.1.1; https://repo.uum.edu.my/id/eprint/30393/; https://e-journal.uum.edu.my/index.php/jbma/article/view/18863; https://doi.org/10.32890/jbma2024.14.1.1
• Institution: Universiti Utara Malaysia

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...