STRATEGIC USE OF ENGAGEMENT MARKETING IN DIGITAL PLATFORMS: A FOCUSED ANALYSIS OF ROI AND CONSUMER PSYCHOLOGY

Abstract

This systematic review investigates the strategic application of engagement marketing in digital platforms, focusing on its impact on return on investment (ROI) and consumer psychology. Drawing from a comprehensive analysis of 87 peer-reviewed articles published between 2005 and 2024, this study synthesizes existing literature to uncover the mechanisms, measurement models, and ethical dimensions of digital engagement. The review reveals that engagement is a multidimensional construct encompassing emotional, cognitive, and behavioral dimensions, with emotional resonance and psychological alignment playing a central role in fostering meaningful consumer-brand interactions. Advanced ROI measurement frameworks such as customer lifetime value (CLV), multi-touch attribution models, and sentiment analytics have emerged as superior alternatives to traditional metrics like impressions or click-through rates. Moreover, platform-specific strategies tailored to the structural and algorithmic features of social media channels like TikTok, Instagram, Facebook, and LinkedIn are shown to be more effective in generating sustained user engagement. Cultural variability, symbolic representation, and ethical considerations especially regarding data privacy, manipulation, and algorithmic bias further shape engagement practices in global contexts. The study also highlights the rise of prosumerism, wherein consumers act as co-creators of content and community narratives, contributing significantly to brand visibility and authenticity. Regulatory frameworks such as GDPR and CCPA have begun to reshape engagement strategies, emphasizing transparency, user consent, and ethical responsibility. Overall, this review positions engagement marketing not merely as a tactical function but as a strategic, culturally adaptive, and ethically grounded approach that is central to digital brand success. The findings contribute to a more holistic understanding of engagement as both a measurable business outcome and a human-centered experience, offering insights for marketers, researchers, and platform developers seeking to optimize digital interaction in an increasingly complex media landscape.