Consumer engagement in relations with brand in the context of social networks. Analysis of theory and identification of gaps

The article describes the approaches related to the consumers engagement in relations with the brand in the context of social networks. The article describes the existing concepts related to consumer engagement, the prerequisites and consequences of consumer engagement, presents research questions that have not yet been covered in previous studies and that are yet to be explored in the future. The novelty of the author’s approach is to take into account the influence of stakeholders on consumer engagement in relations with the brand in social networks. The author substantiates the need to study the impact of stakeholder engagement on consumer engagement with the brand in social networks, which served as the basis for studying the gaps in theory and the formation of research questions. Also, the article systematizes the prerequisites and consequences of consumer involvement in relations with the brand, it is shown that customer loyalty is a prerequisite for consumer involvement, however, it is not known whether consumer loyalty is a consequence of consumer involvement in brand relations. The results of the work will allow us to see areas for future research. From a practical point of view, the article allows marketers to see what questions are currently answered and what questions will be explored in the future.