Part I: Foundations and Evolution of Customer Engagement in the Digital Era
Introduction to Customer Engagement and Digital Business
Jamid Ul Islam
1. The Rise of Customer Engagement in the Digital Business Age
Jamid Ul Islam
2. From Consumer Engagement to Actor Engagement: A Multifaceted Concept
Teresa Fernandes
3. Exploring Negative Customer Engagement: A Systematic Review and Research Agenda
Aaleya Rasool, Jamid Ul Islam, and Sartaj Rasool Rather
4. Service Ethics for Humanity: Wiser Engagement for a Collaborative Future
Qusay Hamdan, Samuel Petros Sebhatu, Wafa Hammedi, and Raymond P. Fisk
Part II: Technology-Driven Engagement Paradigms
5. Customer and Employee Engagement in the Era of Artificial Intelligence Adoption
Owais Nazir, Jamid Ul Islam, and Zillur Rahman
6. Customer Engagement: How AI Can Turn Up the Volume on the Voice of the Consumer in New Product Development
Peter Robbins
7. Reimagining Customer Engagement and Digital Business in the Age of Generative AI and the Metaverse
Baby Chandra and Zillur Rahman
Part III: Gamified and Immersive Engagement in the Digital Age
8. Unlocking the VR Potential in Retail: From 3D Showcases to Fully Immersive Shopping Experience
Rehan Iftikhar
9. The Role of Virtual Reality in Customer Engagement: A Gaming Gateway
Rupali Anand Shirsat, Dinesh Sharma, and Arti D. Kalro
10. Customer Engagement and Virtual Reality: A Review and Future Research Agenda
Mohsin Abdur Rehman, Khalid Mehmood, Raouf Ahmad Rather, Zahoor Ahmad Parray, and Zeeshan Ullah
11. Driving Customer Engagement through Gamification: Proposing a Gamified Customer Engagement Framework
Sebastian Joy Panattil, Anoop George, and Muhammed Sajid
12. The Power of Gamified AR Mobile Apps to Drive Online Customer Engagement
Osman S. Sesliokuyucu, Ahmet Ozturk, and Cihan Cobanoglu
Biography
Jamid Ul Islam is Assistant Professor at Canadian University Dubai, United Arab Emirates.
This book offers an exceptional blend of conceptual clarity and practical insight into the evolving nature of customer engagement in digital settings. With contributions from a diverse group of international scholars, the volume addresses not only foundational perspectives but also the latest innovations in AI, immersive technologies, and gamification. A must-read for marketing scholars and practitioners alike.
Professor Regina Connolly, Dublin City University, Ireland
This edited book is a welcome addition to the customer engagement literature, bridging traditional marketing thought with modern digital disruptions. Covering topics from AI and metaverse-driven engagement to ethical frameworks and immersive experiences, it provides a comprehensive overview of where the field is headed. A valuable resource for researchers, students, and marketing strategists.
Professor Zillur Rahman, Indian Institute of Technology Roorkee (IITR), India
The volume reflects an interdisciplinary treatment of customer engagement. It brings focus to under-explored issues such as negative engagement and technostress while also spotlighting innovative tools such as AR, VR, and gamified ecosystems. This title offers academically interesting and managerially actionable insights.
Linda D. Hollebeek, Ph.D., Teng Yew Huat Endowed Chair of Marketing, Sunway University, Malaysia; Professor of Marketing, Vilnius University, Lithuania and Tallinn University of Technology, Estonia; Guest Professor, Umeå University, Sweden, and Distinguished Visiting Professor, University of Johannesburg, South Africa
Customer Engagement and Digital Business is a timely and well-curated volume that explores the profound shifts occurring in how customers and firms interact in the digital age. The editor has brought together thought-provoking chapters that span theory, practice, and future-oriented innovations. Highly recommended for academics and industry professionals seeking to deepen their understanding of digital customer dynamics.
Professor Brian Harney, Founder of the award-winning B.Sc. in Digital Business and Innovation, Dublin City University, Ireland
Customer engagement is rapidly evolving, and this book offers a timely and comprehensive exploration of the topic within today’s digital landscape. By weaving together empirical evidence, cutting-edge conceptual frameworks, and compelling practical insights, the editor has crafted a work that will serve as a definitive reference for years to come.
Professor Wafa Hammedi, University of Namur, Belgium
