Digital technologies have become critical to businesses for their engagement, sales, and other marketing-related activities. However, despite massive attention over the last few years, managers still lack an understanding of users’ engagement behavior toward these digital technologies. The paper aims to synthesize the state-of-the-art literature on digital consumer engagement by reviewing 139 relevant articles. The study reports on the theoretical lenses, methods, contexts, antecedents, drivers, and outcomes of digital customer engagement. In addition, the study lists top authors, journals, articles, and countries. Finally, the authors develop a comprehensive framework to better understand digital customer engagement and provide critical avenues for future research. JEL Classification: M31

Purpose This study aims to clarify the ambiguous nature of equity sensitivity and understand the associations between equity perceptions and the personality domain in organizational behaviour. Design/methodology/approach The study reviews 56 articles that rendered associations between different HEXACO personality domains and equity sensitivity and proposed a possibility of equity sensitivity being a situation-activated trait. Findings The domains of Honesty-humility, Conscientiousness and Agreeableness are predominantly associated with equity sensitivity. The domain of Emotionality is also associated but not as significant as the aforementioned domains. Unexpectedly, Extraversion, the domain of social interactions, and Openness to experience showed little to no associations. The transient nature of equity sensitivity has been proposed that postulates that such nature might help predict an individual’s personality characteristics in a given context. Originality/value This review is one of the first, to the best of the authors’ knowledge, to describe the associations between equity sensitivity and the HEXACO personality domains. Additionally, the situational nature of equity sensitivity and relationship with the personality traits is proposed.

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Augmented reality (AR) has proven to be a potential source of disruption in the marketing discipline. Abundant research has attested to AR's potential by exploring the impact of AR attributes on behavioral intentions and users' attitudes. However, AR's potential to spark customer interactions, co‐create value, and foster brand advocacy remains poorly understood. This study explores whether and how AR can turn users into brand advocates. Applying structural equation modeling to a sample of 502 AR users, the study finds that AR empowers users during their shopping experience, creating strong brand attachment and engagement and ultimately leading to brand advocacy. This brand‐focused study, which goes beyond the technical aspects of AR, is unique and has the potential to inform the strategic decision‐making of managers aiming to enhance the customer experience by means of AR implementation.

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