Consumer Engagement in the Digital Era: Its Nature, Drivers and Outcomes

With the emergence of new digital technologies, particularly social media, consumer‐brand interactions are, however, changing. This chapter provides a literature review of the current state of marketing and consumer research in the area of consumer engagement (CE). It discusses the nature of CE and provides six propositions based on the following nature: the interactive and experiential nature, behavioral and psychological components, engagement intensity levels, the valence of CE, and the temporal aspects of CE. The chapter shows that this literature stream provides a number of alternative but sometimes divergent conceptualizations and definitions of CE. Regarding CE drivers, three factors can be differentiated: brand‐based, consumer‐based, and situational and contextual factors. CE has consequences for the brand and the associated company, the consumer, and for others. Some of these outcomes are clearly related to the drivers of CE. The chapter concludes by pointing out several new routes for future research.