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Digital consumer engagement in a social network: A literature review applying TCCM framework

满足 背景(考古学) 多样性(控制论) 客户参与度 系统回顾 社会化媒体 营销 消费者行为 汽车工业 社会学 知识管理 业务 数据科学 计算机科学 万维网 心理学 工程类 政治学 社会心理学 梅德林 法学 人工智能 古生物学 航空航天工程 生物
作者
Winee Saikia,Abhigyan Bhattacharjee
出处
期刊:International Journal of Consumer Studies [Wiley]
卷期号:48 (1) 被引量:15
标识
DOI:10.1111/ijcs.12981
摘要

Abstract Nowadays, digital consumer engagement has proliferated like never before. Consumers can now interact with a business, company, or brand through technology, making it easier for them to communicate and create a relationship with the brand. Drawing on the Theory‐Context‐Characteristics‐Methods (TCCM) framework, this study provides a comprehensive understanding of the dominant theories, contexts (i.e., industries and countries), characteristics (i.e., key variables and their relationships), and methods (i.e., research approaches and analysis techniques) covered by previous studies concerning Digital Consumer Engagement in the social network domain. In all, 221 articles were considered for the systematic review using the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR‐4‐SLR) approach. The present study found that the User and Gratification Theory has been prominently referenced in the relevant literature that was reviewed. The study concludes, among other things, that further research is needed in the context of social media platforms such as Weibo, LinkedIn, and others. Though the literature covers a variety of countries, with Asian countries making the greatest contribution, there is still a need for future studies to include the context of Africa and Australia. Further, future research must focus on industries such as automotive, telecommunications, and retail, as well as B2B and B2C contexts, all of which have received less attention from researchers so far. Finally, we used the TCCM framework to identify certain promising areas that future research can explore.
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