1 Introduction

One of the most significant features of the online environment is interaction (Yoo, Kim, & Sanders, 2015). Interaction is the virtual environment that enables companies to directly communicate - exclusively and individually - with their customers (Barreda, Bilgihan, Nusair, & Okumus, 2016). It also allows consumers to interact with other actors using diverse media and virtual communities (Dessart, Veloutsou, & Morgan-Thomas, 2016).

Interactivity is a media’s ability to be receptive, assess user reaction, and measure how much a message is based on previous contacts (Rafaeli, 1988), and can determine the degree to which one or more individuals influence or are influenced in this process (Florenthal & Shoham, 2010).

Associated interactivity and engagement are necessary antecedents for customer engagement with the brand (Hollebeek, 2011). Through interactivity, the user can modify the shape and content of a real-time mediated environment favoring consumer engagement (Furner, Racherla, & Babb, 2014). In fact, customers who interact with companies have more favorable attitudes and are more engaged, thus spending more and intensifying their relationship with the brand (Kim, Wang, & Malthouse, 2015).

Engagement is social and interactive (Dessart et al., 2016; Dwivedi, 2015) and is characterized by a behavioral flow without mental intention (control, attention, focus, curiosity or interest) and is related to a non-continuous involvement that generates a persistent and widespread cognitive-affective state (Kim, Kim, & Wachter, 2013). In marketing, engagement extends through two-way interactions between the consumer and a brand, product, or organization (Hollebeek, 2011), which leads to a strong consumer bond, resulting in consumers’ intention to maintain the relationship, generating repeat buying and brand loyalty (Hollebeek, Glynn, & Brodie, 2014).

In fact, engagement is related to developing an emotional connection, making the brand relevant to consumers (Blazevic, Wiertz, Cotte, Ruyter, & Keeling, 2014). The engaged customer is steeped in brand experience, and therefore, has a high level of attachment and a positive psychological state that generates trust, pride and passion for the brand (France, Merrilees, & Miller, 2016). Engagement is a cognitive and affective commitment to an active relationship with technology (Fan, Liu, Wang, & Wang, 2016), conveying competitive advantage and generating loyalty (Dwivedi, 2015; Fang, 2017; Hollebeek, 2011; Patterson, Yu, & Ruyter, 2006).

Studies on interactivity and engagement in marketing and retail have been growing in terms of publications and becoming more relevant to the area. However, due to the newness of the topic and small number of studies that evaluate the relationship of interactivity and engagement, it becomes important to better understand how this theme has been studied in the marketing field.

According to Algharabat, Rana, Dwivedi, Alalwan and Qasem (2018), the study of the concept of engagement is promising for marketing, as engagement is expected to improve relational outcomes associated, for example, with consumer loyalty. Consumer engagement changes the view of highly interactive relationships, reflecting the changes in consumer relationships brought about by computer-mediated interaction (Dessart et al., 2016), reinforcing the role of interactivity as a decisive element for successful marketing (Fan et al., 2016).

A systematic literature review was conducted on the basis of Thomson Reuters ISI Web of Science; this article aimed to identify the key issues being studied about marketing interactivity and engagement.

This study presents a relevant qualitative analysis regarding the current direction of research on the theme interactivity and engagement, assessing the main themes of existing research, allowing a broader view of their gaps. The survey identified the theoretical gaps on these topics in the field of marketing, pointing to relevant support for the direction of future studies.

2 Method

Systematic literature review is a process of locating and classifying all available information on a particular topic (Davis, Mengersen, Bennett, & Mazerolle, 2014). Systematic literature review is valuable in enhancing the magnitude, transparency and highlighting the importance of scientific research, as well as identifying gaps, highlighting methodological inconsistencies and weaknesses of existing studies. Systematic literature review is an appropriate method to answer a particular research question, by thoroughly exploring articles published on a given topic, and synthesizing and evaluating the available quantitative or qualitative evidence (Mallett, Hagen-Zanker, Slater, & Duvendack, 2012).

Thomson Reuters ISI Web of Science was the database used to electronically search articles. Searching for the key terms took place in the “topic” field of the search engine with the words: interactivity and engagement and marketing. It was narrowed to only include peer- reviewed articles without date determination, since the theme is new and seeks a comprehensive view on the subject.

This searched for the words in the title, abstract and keywords of the documents, and returned 49 articles published in international journals and congresses. All articles were included in a table containing the following data: journal and year of publication, title, abstract, environment analyzed, cause, effect, moderation, and mediation, unit of analysis, method and authors.

For a deeper analysis of the textual body, Iramuteq software was used to perform lexical statistics that group and organize words graphically in a word cloud according to their frequency, allowing for a quick identification of the keywords and their groupings (Camargo & Justo, 2013; Marta, Chaves, & Paula, 2016). Additionally, all the articles were read for a better understanding and a detailed analysis.

3 Analysis and discussion of the results

The study comprised of 49 articles related to interactivity and marketing engagement. From these articles, the initial reading identified studies on education (5), on sports social media (1), on social network metrics (1), and on networks (2). Those articles had no connection with the research question, and which were therefore removed from the sample.

Papers on the topic of interactivity and marketing engagement have been disseminated through various conferences and journals on administration, communication, marketing and technology. The journals with the largest number of publications related to the theme are the Journal of Interactive Marketing with 7 publications and the Journal of Retailing and Consumer Services and Telematics and Informatics with 2 articles each. The list of publications on the subject is presented in Table 1.

Thomson Reuters ISI Web of Science shows that the topic is on the rise in academia. The first study on the subject is from 2010, and in 2014, the research grew and presented three publications. In 2015, there were five articles, in 2016, there were eight publications, in 2017, there were 10 articles published and in 2018, there totaled 10 publications. The year 2019 began with a published article on marketing engagement and interactivity, as shown in Figure 1.

Some articles present the source of the research, others present researcher data. To map where there is the greatest development of research on the theme of engagement and interactivity, a survey was conducted of countries that presented studies published in the ISI Web of Science database.

The United States is the country with the largest number of publications with 10 articles, then China, the Netherlands, India, and Taiwan and Turkey with 3 publications each. Australia, Spain, Ghana, England published 2 articles and Germany, Canada, Scotland, Jordan, Malaysia, Portugal and Romania had one publication each, as depicted in Figure 2.

Through the textual statistical analysis performed with the Iramuteq software, we identified that the 40 articles had 225 textual segments with 8,170 occurrences, and 1,745 of these occurrences appeared only once (hapax), corresponding to 11, 54% of the occurrences or 55.96% of the words.

For a more in-depth analysis of the content, we excluded the adverbs of the counting by the Iramuteq software. In ascending order, the 20 most common words that appear are: brand (133), social (96), engagement (75), online (72), consumer (70), marketing (57), study (57), customer (55), media (47), interactivity (40), apps (40), result (37), search (34), experience (29), company (29), engagement (28), mouth (28), dimension (26), game (25), and mobile (25). These words form the word cloud shown in Figure 3.

The second analysis performed by Iramuteq was the similarity to show the relationship between the words presented in the texts, due to the large number of words and for better visualization of the results, adjectives, adverbs, articles, conjunctions, prepositions and demonstrative pronouns were excluded.

The graphical presentation of similarity analysis highlights the terms “brand” and “engagement” in relation to other important words. Brand presents important relationships with marketing, customer, interactivity, study, research, apps, result, game, product, presence and marketing, while engagement is related to online, consumer, media and experience shown in Figure 4.

Content analysis shows that in the analyzed studies, the quantitative approach was the most used with 30 studies. In these studies, 14 studies adopted the structural equation modeling method and 10 were experimental studies. The qualitative approach presented 8 studies, and content analysis was the most used method with 4 researches.

Studies on the theme of engagement and interactivity adopt various themes and environments. Therefore, to facilitate understanding, the articles were divided into seven categories. The first is studies that assess engagement and interactivity in the online environment. The second addresses issues related to mobile applications. Online communities, consumer relationship articles on forums, social networks, chat rooms and chats, are the third category. The fourth are the articles that talk about games. The fifth category deals with social media, discussing issues related to brand advertising on various social networks, Facebook, Twitter, LinkedIn, Instagram, among others. Finally, the sixth category addresses the topic of mobile telephony, as presented in Table 2.

1st Category: Online Environment

Mollen and Wilson (2010) define online engagement as a cognitive and affective commitment to active brand relationship, characterized by the dimensions of active and sustained cognitive processing and the satisfaction of instrumental value (utility and relevance) and experimental value (emotional congruence).

Customer engagement with the brand is a psychological state, distinct from behavioral manifestations. Cognitive and affective characteristics strongly contribute as a single dimension to the engagement construct. Brand management can influence the level of customer engagement from the antecedents of brand quality, brand interactivity and customer-centric influences, brand engagement and brand self-congruence (France et al. al., 2016).

Online shopping environments are becoming more interactive as technology advances, but consumers do not engage equally in various online environments. Their engagement is significantly different in social networking, video, and browsing tasks, with online browsing being responsible for greater consumer engagement (Dulabh, Vazquez, Ryding, & Casson, 2018).

In the online environment, consumers can co-create experiences and personal value by engaging in interactive activities and networking with companies (Vinerean, Opreana, & Tichindelean, 2014). Interviews with online-focused business marketing executives reveal that engaged customers are more likely to recommend products, services, brands, and businesses to other customers through blog posts, social networks, online networks, comments, and reviews on different sites. In this way, consumers add value with their content, enabling them to understand their needs, participate in the product development process, provide feedback on strategies and products and become product advocates (Vinerean et al., 2014).

Boateng (2016) highlights the importance of relying on online channel technology to build customer relationships. Her study indicates that the dimensions of engagement, advocacy (the process by which customers share their brand experiences with current and future customers), personalization and collaboration are significantly related to the customer’s affective commitment. Engagement and advocacy are directly related to affective commitment, while personalization and collaboration are related to trust-mediated affective commitment.

Online mistrust has a negative impact on men’s satisfaction, but not women’s. To reduce this impact, e-retailers can post information about privacy policies and processes on their website and detail the process of collecting, storing and using their personal information, including future information (Pandey & Chawla, 2018).

Kelley and Alden (2016) used the self-determination theory to explain the process of internalizing the identity of the online brand community, defining that higher levels of brand engagement and intentional motives lead to more frequent interactivity on the brand site. They further conclude that the motivational development continuity framework provides initial support for consumers and intentional motives play an important role as a consumer mediator with strong regulatory influence and opinion leadership.

To determine the suitability of a virtual catalog, using 3D virtual reality features, (Wodehouse & Abba, 2016) they developed an experiment that identified ease of use, interactivity and realism as critical factors in the online environment. The study showed that individuals who are more willing to engage in external stimuli are more likely to experience a more rewarding virtual shopping experience, suggesting that characteristics that affect presence should be considered to adjust the virtual experience to different users. It is essential to use high quality hardware to make the interface as discreet as possible, and there is a need for integrated information through 2D and 3D elements with an emphasis on realism and detail.

2nd Category: Mobile Apps

In their study, Bellman, Potter, Treleaven-Hassard, Robinson, and Varan (2011) concluded that the use of mobile apps affects the attitude and intent to buy the brand. The use of these applications positively affects interest in the brand as well as its category. Apps with an informational, user-centric style were more effective at changing purchase intent, likely by encouraging personal brand connections. Apps similar to experimental games were less successful because they focus attention on the phone.

Entertainment applications enhance affective brand responses, while informational applications enhance information effects to improve cognitive responses (Noort & Reijmersdal, 2019).

The study by Kapoor and Vij (2018), use the mobile app attribute conversion model, to examine how mobile app attributes influence a food consumer’s buying decision. The results indicated that the look, feel, and navigation design affect conversion, so visually appealing and well-structured mobile apps need to be designed to influence a customer’s buying decision.

According to Kim and Baek (2018), convenience, interactivity and time compatibility positively influence consumer engagement of mobile applications, leading to strong relationships and self-promotion connections. They also point out that informative and experimental mobile devices have moderated the effects of convenience, interactivity and time compatibility on mobile app engagement.

Fang (2017) explored how branded applications influence consumer brand buyback intent and continued use intent by integrating the utilitarian view with the view of consumer engagement. The path of engagement has more influence on the intention to continue use and the same influence on the intention to repurchase as compared to the utility path and social and functional concerns can be intensified or alleviated through various mechanisms for different individuals.

The study by Kim, Wang, and Malthouse (2015) states that adoption and continued use of the application increases future customer spending. Persistent applications that attract continuous use can be a persuasive marketing tool as they offer convenient and interactive trading opportunities, allowing customers to engage with the brand in a customary way. On the other hand, a poorly designed application will result in customers ceasing to use it which can hurt brand experience and company revenue.

3rd Category: Online Community

Online communities are a socialization form that meets information needs, sharing experiences and games (Seraj, 2012). Social networks allow customers to engage with brands in a variety of ways (Carvalho & Fernandes, 2018). Chou and Sawang (2015) also claim that virtual communities increase business profits, consumer knowledge and improve social experience and enjoyment.

Blazevic, Wiertz, Cotte, Ruyter and Keeling (2014) conceptualize the propensity for online social interaction as an individual trait-based difference that captures the differences between consumers and their willingness to interact with others in an online environment, affecting a variety of consumer behaviors such as online engagement and participation.

An experiment developed by Labrecque (2014) provides evidence of the role of social interaction in the positive development of relationships. The feeling of being connected to the brand goes beyond the interaction itself and drives increasing feelings of loyalty and willingness to provide information to the brand. However, the effects may not be sustained when consumers realize that brand interaction becomes automated.

Seraj (2012) states that content quality and playful interactivity help build social bonds and a self-governing community culture, facilitating the formation of intellectual, social and cultural values in online communities, thereby increasing loyalty and motivating members to pay.

The quality of a virtual community has positive effects on consumer buying behavior and emotional well-being. The collectivist mentality, for example, is a personal trait that influences the reciprocal behavior of clients (Chou & Sawang, 2015). According to Cork and Eddy (2017), the interaction between levels of high vividness and high interactivity generate higher frequency of recruit.

Through a nonprofit Facebook page from Algharabat, Rana, Dwivedi, Alalwan, and Qasem (2018), they found that telepresence, social presence, and engagement positively affect consumer engagement with the brand, which impacts the electronic word of mouth and willingness to donate. Carvalho and Fernandes (2018) also state that engagement, interactivity and flow experience are the main drivers of consumer engagement with the brand, and that satisfaction, trust, referrals and commitment are results associated with identification and trust in the brand community, acting as moderators in the relationship.

Jiménez-Martínez and Martín-De Hoyos (2017) assessed how passion affects participation in social commerce and user engagement, confirming that cognitive experience and emotional feelings increase user participation in social commerce and engagement, and passion affects the spread of positive word of mouth. In the study of virtual fans of sports teams, free services were more influential in interactivity and engagement (Walker, Hodge, & Bennett, 2017).

Usaklıa, Koça and Sonmez (2017) evaluated the use of social communities in European tourism and concluded that social communities are used by tourism companies with a traditional marketing tool and not as a customer service tool to mitigate potential customer problems.

4th Category: Social Media

Social page posts can influence online consumer engagement, but increasing the number of likes, comments, and shares requires a variety of tools. Social page managers should invest in interactions that facilitate fan interactivity while improving performance of your brand pages (Luarn, Lin, & Chiu, 2015).

Content from different categories affects consumer engagement at different levels (Gavilanes, Flatten, Brettel, & Flatten, 2018). Liveliness, interactivity, entertainment and information have a direct influence on online participation and customer engagement behavior (Kujur & Singh, 2017). The attention generated by corporate-initiated communication on social networks affects consumers’ attitude toward branded content, engaging consumers cognitively and emotionally and, consequently, generating consumer engagement (Gavilanes et al., 2018). Khan, Dongping, and Wahab (2016) show that cultural differences impact the effectiveness of social media metrics and engagement. The elements of brand vividness and interactivity increase the number of likes, interactive posts further increase the number of comments, and brand posts increase the number of shares.

According to Lin, Swarna and Bruning (2017), social media advertising needs to make branding posts engaging, focusing the “self” on individualistic cultures and the “us” on collectivist cultures. It should focus on consumer identity in short-term cultures and functional information in more long-term cultures, ensuring that posts help reduce uncertainty. There should also be planning for one-way communication in higher-power countries and two-way communication in low-energy countries, making messages less direct in higher context cultures and more direct in lower context cultures that may need to be addressed and adapted to the cultural conditions of specific target markets (Lin et al., 2017).

The behavior of small and medium businesses in media, offering products, tends to use social networks economically, while service companies have interactivity as their main motivation (Odoom, Anning-Dorson, & Archeampong, 2017). When compared to Facebook and Twitter, users of small and medium business receive more benefits from Facebook (Odoom et al., 2017).

Social commerce drivers include sales campaigns, personalization, interactivity, consumer-generated content, and reviews, affecting consumer cognition, affection, and engagement with brands (Erdogmus & Tatar, 2015).

Social visualization strategies (live and recorded video) positively affect the consumer’s experience and intent to buy. However, the buying decision does not always happen immediately, consumers often engage in research and subscription activities to learn more about products before making purchasing decisions (Noort & Reijmersdal, 2019).

5th Category: Games

The article by Vashisht and Chauhan (2017) examined the effect of interactivity and product-game congruence, considering players’ feelings of presence and their brand attitude in in-game advertising, creating attention, engagement, and subsequent feelings of presence and brand attitude. The results of the experiment conclude that a congruent game of high product quality, high interactivity generates in a more favorable brand attitude than a low interactivity condition, while for a congruent game with low game product, high and low conditions of interactivity maintain the same level of brand attitude.

Berger, Schlager, Sprott and Herrmann (2018) studied the use of online games at customer hangouts, concluding that highly interactive and challenging games lead to increased emotional and cognitive engagement resulting in stronger brand connections.

6th Category – Technology and online environment

Fan, Liu, Wang and Wang (2016) studied the technology usage behavior of mobile phone users in Korea and concluded that the dimensions of interactivity (control, communication and responsiveness) are significant indicators of engagement. Technology engagement and responsiveness affect user satisfaction, and user engagement and satisfaction are key indicators of technology dependency.

Roy and Mandal’s (2017) article deals with consumer choice criteria in the mobile markets, the factors that drive customer brand engagement, and its implications for the mobile phone headset brand context. Self-congruence, engagement, and interactivity lead to customer brand engagement, influencing satisfaction, trust, and commitment.

Final considerations

This work contributes to scientific research in marketing by conducting a systematic literature review on the topic of interactivity and engagement through a Web of Science survey. This filled a gap in the literature by understanding how this theme has been studied in the field of marketing, and proving the relevance, timeliness and rise of the theme of interactivity and engagement.

Interactivity is directly related to engagement and its cognitive and affective commitment shows a strong relationship with technology and social relationships, which results in more

studies in social communities and social media. However, the topic has not yet been studied and presents research opportunities in both online and physical environments, since all environments provide interactivity and engagement between company and consumer.

The reviewed articles show that platform quality is critical to interactivity and customer engagement, and for mobile applications, these should be designed with a user focus on personal brand connections. Studies show that application attributes such as visual and information availability, influence consumer buying decisions and should be explored by companies, as well as how convenience, interactivity and time compatibility positively influence consumer engagement.

The research on the theme interactivity and engagement points to the largest concentration of studies in the United States, followed by China, the Netherlands, India, Taiwan and Turkey. However, there are still few studies that analyze interactivity and engagement, enabling new studies both in these countries and in other cultures. This allows these constructs to be evaluated in different relationships, as well as deepen the analysis on the moderating and mediating variables of these relationships.

The connection between interactivity and engagement, as evidenced by the present systematic literature review, is emphasized in the relationships established in the online environment. One of the factors that favor this higher intensity is the possibility of co-creating experiences with the brands that this type of environment allows. The advancement of communication technologies, which become more reliable when coupled with greater ease of use and application realism, contributes to building more active relationships in the cognitive and affective sphere. Another evident aspect is that these interactions behave differently within the online environment, making consumer engagement different in the different categories of online environment (mobile applications, online communities, games, and social networks).

While in the mobile application environment, visual aspects, ease of use, and informational utility favor adoption and engagement. In online communities, interactivity favors the development of relationships through socialization, strengthening engagement and loyalty. Similarly, social media posts influence engagement, but messages need to make sense to the consumer, involving them cognitively and emotionally. In the digital gaming environment, alongside interactivity, product-game congruence is needed to generate brand engagement and connection. Finally, in the online environment, technology in its technical dimensions are fundamental assumptions for the perception of interactivity in relationships, involving aspects such as control, communication and responsiveness, which will also influence consumer satisfaction and engagement.

Given these characteristics of the various online environments, their specificities must be considered to achieve the best customer engagement and, consequently, their loyalty. These specificities of online environments in engagement open the door for further studies to better identify how various interactions occur in the online environment, with relevant consequences for marketing theory as well as involving managers in the arduous task of generating engagement and loyalty in the dynamic digital environment.

Although a reliable and relevant research platform - ISI Web of Science - has been used for research, complementary research in other databases could deepen the understanding of the topic of interactivity and engagement, eventually identifying other research published with different approaches to those raised in this study.

"This study was financed in part by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - Brasil (CAPES) - Finance Code 001"

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How to cite the article:: Garzaro, D. M., Varotto, L. F., Carvalho, M., & Pedro, S. C. (2019). Interactivity and engagement: A systematic review of academic production in marketing. Revista Brasileira de Marketing, 18(3), 246-265