Keywords:
customer engagement
digital platforms
systematic literature review
TCCM framework

  • Abstract

    Customer brand engagement (CBE) has emerged as a central construct in contemporary marketing, reflecting a shift from transactional exchanges toward sustained and value-laden consumer–brand relationships. Despite its rapid growth, the literature remains fragmented across theories, contexts, and methodological approaches. This study aims to consolidate and synthesize a decade of CBE research by applying the Theory–Context–Characteristics–Methodology (TCCM) framework. A systematic literature review was conducted following the PRISMA protocol, using Scopus as the primary database and complementary sources to enhance coverage. From an initial pool of 256 records, 74 peer-reviewed studies published between 2015 and 2025 were retained for final analysis. The findings reveal that customer brand engagement is jointly shaped by technological, experiential, and psychological antecedents, and frequently operates as a mediating mechanism linking brand-related stimuli to key relational outcomes. Engagement patterns are not homogeneous but vary across regions, digital platforms, and audience characteristics. Methodologically, the literature is dominated by cross-sectional, survey-based studies employing structural equation modelling, although more recent research has begun to incorporate big data analytics, machine learning techniques, and hybrid designs. In terms of geographical distribution, studies from developing economies contribute the largest share of publications, while research originating from Western contexts continues to exert greater citation influence. This review advances the literature by proposing an integrative framework that connects psychological determinants, technological enablers, and socio-cultural contexts of engagement. It highlights persistent imbalances between Asia and Western scholarship and extends Service-Dominant Logic through the incorporation of psychological ownership and cultural branding perspectives. From a managerial standpoint, the findings underscore the importance of adaptable omnichannel strategies that align cognitive, affective, and behavioural engagement across diverse cultural and technological environments.

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Zahrudy, F. (2026). Customer brand engagement in digital environments: A systematic review and synthesis. Multidisciplinary Reviews, 9(12), 2026578. https://doi.org/10.31893/multirev.2026578
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