Digital consumer engagement in a social network: A literature review applying TCCM framework

Abstract

Nowadays, digital consumer engagement has proliferated like never before. Consumers can now interact with a business, company, or brand through technology, making it easier for them to communicate and create a relationship with the brand. Drawing on the Theory‐Context‐Characteristics‐Methods (TCCM) framework, this study provides a comprehensive understanding of the dominant theories, contexts (i.e., industries and countries), characteristics (i.e., key variables and their relationships), and methods (i.e., research approaches and analysis techniques) covered by previous studies concerning Digital Consumer Engagement in the social network domain. In all, 221 articles were considered for the systematic review using the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR‐4‐SLR) approach. The present study found that the User and Gratification Theory has been prominently referenced in the relevant literature that was reviewed. The study concludes, among other things, that further research is needed in the context of social media platforms such as Weibo, LinkedIn, and others. Though the literature covers a variety of countries, with Asian countries making the greatest contribution, there is still a need for future studies to include the context of Africa and Australia. Further, future research must focus on industries such as automotive, telecommunications, and retail, as well as B2B and B2C contexts, all of which have received less attention from researchers so far. Finally, we used the TCCM framework to identify certain promising areas that future research can explore.

The impact of shared value proposition on consumer engagement through a sense of brand community

“…Recent studies also revealed that internet influencers play a crucial part in triggering these brand community‐related activities (Pradhan et al, 2023; Vrontis et al, 2021). Most CE publications leverage consumers' interactive experiences on digital platforms, for example, social media platforms and virtual brand communities, to obtain data for their research (Barari et al, 2021; Brodie et al, 2013; Saikia & Bhattacharjee, 2023). These investigations have demonstrated that consumers tend to direct their resources in online interactions, like interacting with peers and participating in discussions on a web site or ChatGPT platform (Calder et al, 2009; Paul et al, 2023), and develop brand‐related sense‐making (Hollebeek & Macky, 2019), resulting in buying behavior, customer referral behavior, customer‐to‐customer interactions, word‐of‐mouth activity, and/or blogging activity, brand love, and other consumer‐based brand equity (Arya et al, 2022; Joshi & Garg, 2021; Kumar et al, 2010; Van Doorn et al, 2010).…”

Impact of financial literacy on consumer financial behavior: A systematic review and research agenda using TCCM framework

“…In addition, previous literature reviews primarily concentrated on bibliometric reviews, scoping reviews, and meta-reviews (Goyal & Kumar, 2021;Hwang & Park, 2023;Ingale & Paluri, 2022). However, considering the significance of recent TCCM research approaches (Paul & Rosado-Serrano, 2019;Roy Bhattacharjee et al, 2022;Saikia & Bhattacharjee, 2023) and similar frameworks, there is a necessity to explore these prospective domains for a TCCM (Paul & Rosado-Serrano, 2019) framework-based literature review. This framework serves as a valuable instrument for dissecting the relevant literature: it helps us identify the theories underpinning the research (theory); understand the geographical and consumer-specific contexts in which the studies are conducted (context); unravel different constructs and their interrelationships (characteristics); and distinguish between quantitative and qualitative research methods employed (methodology).…”

Deciphering Emotional Sensitivity in Social Media: A Paradigm for Brand Equity Enhancement

“…The digital landscape has transformed significantly due to technology and engaging social platforms, turning users from passive consumers into active content creators [6]. Social media networks provide diverse avenues for interacting with content, encompassing expressive actions such as likes, dislikes, shares, and comments, which yield valuable data and metrics that contribute to meaningful insights [5,7]. These metrics, including the number of followers, likes, comments, and post views, vary depending on the specific platform, thereby possessing platform-specific implications [8].…”