Social Media and Consumer Engagement: A Review and Research Agenda

Journal of Research in Interactive Marketing, Vol. 10(4), p. 268-287, 2016

34 Pages Posted: 21 Nov 2016

See all articles by Victor A. Barger

Victor A. Barger

University of Wisconsin-Whitewater

Jimmy Peltier

University of Wisconsin - Whitewater

Don Schultz

Northwestern University - Integrated Marketing Communications Program

Date Written: October 10, 2016

Abstract

Purpose – In “Social media’s slippery slope: Challenges, opportunities and future research directions,” Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties.” The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research.

Design/methodology/approach – The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013).

Findings – A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area.

Originality/value – This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.

Keywords: Social Media, Social Media Marketing, Digital Marketing, Engagement, Consumer Engagement, Firm Engagement, Marketing Communications, Brand Management

Suggested Citation

Barger, Victor A. and Peltier, James W and Schultz, Don, Social Media and Consumer Engagement: A Review and Research Agenda (October 10, 2016). Journal of Research in Interactive Marketing, Vol. 10(4), p. 268-287, 2016, Available at SSRN: https://ssrn.com/abstract=2872683

Victor A. Barger (Contact Author)

University of Wisconsin-Whitewater ( email )

Hyland Hall 3424
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Whitewater, WI 53190
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HOME PAGE: http://victor.barger.us/

James W Peltier

University of Wisconsin - Whitewater ( email )

800 W. Main
Whitewater, WI 53190
United States

Don Schultz

Northwestern University - Integrated Marketing Communications Program ( email )

3-101 MTC
1870 Campus Drive
Evanston, IL 60208
United States

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