Abstract
The major dilemma of marketing professionals is to justify the investment or expenditure on activities
related to consumer engagement. Antecedents of consumer engagement are deeply rooted in the unique and
specific differences that countries and/or regions present in terms of their social, legal, economic, political,
and technological dimensions. Antecedents must be different for consumers from country a, region 1 than
country b, region 2. There cannot be a commonality of antecedents for the 196 countries in the world. This
research is among the first steps to make it possible. First, this research performed rigorous systematic
literature review to consolidate all antecedents of consumer engagement acknowledged in previous quality
research papers. Second, a systematic endeavour to generalize the antecedents of consumer engagement
that fits all situation and context. The third contribution is the future research agenda of consumer
engagement that is yet to be explored. For this purpose, strict inclusion and exclusion criteria
implemented. Among hundreds of articles, a total 42 articles were selected, which fulfilled the criteria.
Strict criteria were necessary to improve the quality of work. The study compiled all the antecedents in a
table and concluded some highly ranked and high-frequency antecedents. A total of 22 antecedents were
concluded among which, the study has discussed the topmost highly relevant yet most essential antecedents
of consumer engagement. This study generalized the antecedents under broader terms. These top
antecedents which are most essential are social, value, identity, interaction, involvement, experience,
satisfaction, information, attachment, and participation. In the analysis part, all top antecedents discussed
along with future research directions.
KHURRAM SHAHZAD KHAN, Dr. ABDUL ZAHID KHAN, Prof. Dr. MOHAMMAD BASHIR KHAN. (2020) A Systematic Literature Review on Antecedents of Consumer Engagement, International Review of Management and Business Research, Volume 9, Issue 4 .
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