Factors influencing customer engagement in social commerce websites: a systematic literature review

• Main Authors: Busalim, Abdelsalam, Che Hussin, Ab. Razak, A. Iahad, Noorminshah
• Format: Article
• Published: MDPI AG 2019
• Subjects: QA75 Electronic computers. Computer science
• Online Access: http://eprints.utm.my/id/eprint/87612/; http://dx.doi.org/10.4067/S0718-18762019000200102

The evolution of social commerce (s-commerce) has changed both businesses and customers. Therefore, understanding customer engagement behaviour in the s-commerce context has become a key competitive advantage for companies that aim to build a customer-centric business. The purpose of this study is to provide an in-depth review of customer engagement studies in the context of s-commerce. This study used a systematic literature review approach on customer engagement studies in the context of s-commerce. The results show that social theories and factors play a significant role in customer engagement along with technological factors. More importantly, drawn from the review results, a research framework was developed to show the factors that provide the greatest influence in customer engagement behavior.