Customer engagement in the digital age: a review and research agenda

With the emergence of digital era, practitioners and academicians alike aim at comprehending how companies might facilitate customer engagement. Acknowledging its significance, this study presents a concise review of some recent online customer engagement studies to highlight key research themes that are yet to be enthusiastically uncovered. Doing so, this study is expected to serve as a stepping stone in affording an enhanced understanding of where the area of customer engagement is heading towards and which areas merit deeper scholarly investigation, thereby reflecting its academic significance. We also highlight some key areas that need managerial attention in the adoption of new technologies to foster customer engagement.