SYSTEMATIC LITERATURE REVIEW: ONLINE MEDIA AND CUSTOMER ENGAGEMENT RELATIONS
DOI:
https://doi.org/10.71277/q9pt4d22Keywords:
Customer Engagement, Digital Marketing, Online Media, Social Media, Systematic Literature ReviewAbstract
Media online telah menjadi saluran utama dalam strategi komunikasi dan pemasaran digital. Seiring perkembangan teknologi dan platform digital, pemahaman mengenai bagaimana media online memengaruhi customer engagement menjadi semakin penting. Artikel ini menyajikan systematic literature review (SLR) untuk mengidentifikasi, mengevaluasi, dan mensintesis penelitian yang membahas hubungan antara media online dan customer engagement dari tahun 2013 hingga 2023. Temuan menunjukkan bahwa berbagai bentuk media online termasuk media sosial, website interaktif, dan konten digital berkontribusi secara signifikan terhadap keterlibatan pelanggan, dengan dimensi kognitif, afektif, dan behavioral. Faktor-faktor seperti interaktivitas, personalisasi, dan kepercayaan terbukti menjadi mediasi penting dalam membangun engagement.
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