Product adoption · Systematic literature review using ADO and TCM frameworks
Digital customer engagement: A systematic literature review and research agenda
Australian Journal of Management · 2023
Summary
Synthesizes theories, methods, contexts, antecedents, drivers, and outcomes of engagement and proposes an integrative framework; engagement extends beyond purchase to online behavioral manifestations.
For your marketing
Possible founder application
Define activation and engagement as observable behaviors (sharing, reviewing, recommending, repeated product interaction), then connect them to retention and expansion rather than relying on vanity reach.
Reported result
What the study found
Synthesizes theories, methods, contexts, antecedents, drivers, and outcomes of engagement and proposes an integrative framework; engagement extends beyond purchase to online behavioral manifestations.
Research question
What the authors investigated
How does the study’s stated design explain its reported outcome in this setting?
Design
Systematic literature review using ADO and TCM frameworks
Sample and setting
139 articles on digital customer engagement
Scope and transfer
Limitations to keep in view
Review scope, coding choices, and heterogeneous definitions limit direct effect-size or causal conclusions; much of the literature is consumer-facing.
Research sources
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