Digital Marketing and Brand Engagement Behavior: A Conceptual Review

The primary objective of this concept paper is to review the role of digital marketing on consumer engagement behavior. Understanding how digital marketing tactics affect consumer-brand interactions is given particular attention, with a focus on how technology revolutionizes engagement. Technological advancements in this era have created a hyper-connected world. Hence, research should be carried out to explore the contribution of digital platforms towards, brand loyalty and engagement. Marketers look for ways to create consumer value with the identification of numerous tools and touchpoints. Scholars have emphasized the importance of dynamic interaction among brands and consumers in the digital space with reference to brand engagement. Brand engagement identifies the degree of a customer's behavioral, emotional and cognitive investment towards a brand. It is crucial that organizations adopt a range of innovative digital strategies that are customer-centric to achieve competitive advantage in the long run with enhanced brand engagement. This paper examines how theoretical and empirical contributions address brand engagement in the digital age. The deductive approach has been utilized to synthesize insights from academic literature and publications related to industries. Key discussions are summarized and the paper concludes with future research directions for further studies.