Customer Engagement Drivers with Brands on Social Media: Article Review

Abstract

Importance: Brands today aim to benefit from social media to gain customer loyalty and increase competitiveness compared to their competitors in the market. There are many reasons why consumers engage with brands on social media. There are many scientific studies on the drivers of customer engagement with the brand on social media. Despite the increasing importance of companies studying the incentives that drive consumers to interact with a brand on social media, there still needs to be a systematic review of the drivers of customer engagement with a brand on social media. Methodology: The current study aims to study customer engagement motivation in social media by conducting a literature reference study. This review adhered to the PRISMA standard for systematic reviews and meta-analyses. Our study examined 25 papers from the 17200 papers in the database. Results: The motivations for customer engagement are based on Four categories of antecedents to consumer engagement identified by our analysis of the literature: information drivers, brand drivers, consumer drivers, and social drivers. In addition, our analysis also shows that the Uses and Gratifications Theory was the most referred theory in prior studies. Recommendations: As a reference to address the topic of customer behaviour and the impact of motivation on brand loyalty, we encourage the development of other comprehensive frameworks in which the topic of customer behaviour and brand loyalty is addressed.