Literature Review on Conceptualisation of Online Consumer Engagement
Literature Review on Conceptualisation of Online Consumer Engagement

Summary/Abstract: The purpose of the current study is to develop a literature review on “onlineconsumer engagement” (OCE). Articles from 2006 to 2016 published in the marketing journals and other related journals have been reviewed to summarise the OCE concept. Although there is not an agreed definition and conceptualisation of OCE,this study classified the concept as either behavioural or psychological within thedimensions of cognitive, emotional, and behavioural type. The objects of OCE alsowere grouped as engagement with a brand, online brand community, and multiple engagement objects to address the importance of interactive nature of “customer engagement” (CE), which allows customers to engage with multiple objects at the same time. Finally, this study provides the most updated review on the OCE conceptin the context of online engagement.

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