Previously, in a non-digitalised world customer engagement was based around human interactions. However, now that the transactions are located on the Internet, customer engagement patterns have changed. The evolution of the character of marketing has been reflected in addressing the changing needs of customers, and a contemporary customer expects constant connectivity with the firm.

Traditional ways via measurement of the customer engagement reflected via key performance indicators (KPIs), no longer show a full picture of consumer engagement as it does not present the data that is generated via social media. That data is analysed by sentiment analysis which uses machine learning and computation of qualitative information.

Interest in the consumer engagement field is growing rapidly and consumer behavior is believed to be the cornerstone of many marketing domains, the strategies, tools, concepts, and services of consumer engagement and their buying behavior are now being influenced by a variety of new emerging factors and antecedents.

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