Consumer Engagement in Digital Retail: A Systematic Literature Review of Digital Marketing, Technological Innovation, and Social Media Influencers

Abstract

Consumer engagement has emerged as a critical determinant of competitive advantage in digital retail, driven by the rapid evolution of digital marketing strategies, technological innovations, and social media ecosystems. This systematic literature review synthesises existing research on the antecedents and mechanisms of consumer engagement in digital retail by examining the combined influence of digital marketing, technological innovation, and social media influencers. The review follows the PRISMA 2020 guidelines to ensure methodological transparency and rigor. A comprehensive search of major academic databases identified relevant studies published between 2015 and 2025, resulting in a final sample of 142 peer-reviewed articles after applying predefined inclusion and exclusion criteria.
The findings reveal that digital marketing practices—including personalized advertising, content marketing, omnichannel communication, and customer relationship management—significantly enhance cognitive, emotional, and behavioural dimensions of consumer engagement. Furthermore, technological innovations such as artificial intelligence (AI), machine learning, augmented reality (AR), virtual reality (VR), chatbots, and predictive analytics improve customer experiences by increasing personalisation, interactivity, convenience, and perceived usefulness. The review also demonstrates that social media influencers strengthen consumer trust, perceptions of authenticity, brand credibility, and parasocial relationships, thereby positively influencing purchase intentions, electronic word-of-mouth (eWOM), and long-term brand loyalty. The analysis identifies trust, perceived value, customer experience, and personalisation as key mediating mechanisms that connect digital strategies to engagement outcomes.
Based on the synthesis, an integrative conceptual framework is proposed by combining the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), Theory of Planned Behaviour (TPB), and the Stimulus–Organism–Response (S-O-R) framework to explain consumer engagement in digital retail. The review contributes to theory by consolidating fragmented literature and offers practical insights for retailers seeking a sustainable competitive advantage through digital transformation. Finally, it highlights emerging research opportunities in ethical AI, virtual influencers, data privacy, immersive commerce, and cross-cultural consumer behaviour.