Systematic review to understand the influence of interactivity & engagement and consumer perception on perceived value

The previous article provided a theoretical background on how consumers interpret brands, products and services through their experiences and impressions. Perceived value is the consumer’s perception of a product or service’s worth in terms of value. A consumer’s perceived value of a product is subjective and varies from person to person depending on their knowledge, experience and emotional perseverance.

Consequently, factors affecting perceived value include emotional value, social value, and brand consciousness. This article provides a comprehensive understanding of the factors that shape consumer perception using a conceptual approach to analyze the existing literature on various topics.

A systematic review of empirical studies to validate the conceptual approach

The previous article was conceptual and did not provide empirical evidence to support its findings and emphasised correlation rather than causation. It primarily relied on existing theories and models and lacked an overview of recent shifts or nuances.

A scoping review was conducted to systematically map the research done in the field of consumer perception, as well as to identify existing gaps in knowledge. Thus, to highlight under-investigated research areas, the following research questions were formulated:

• What factors are considered in the literature to explain interactivity & engagement and consumer perception?
• How do interactivity & engagement and consumer perception influence perceived value?

To answer the research questions a systematic review of literature referring to the PRISMA guidelines was conducted. Several academic databases such as ScienceDirect, Google Scholar, Scopus and ResearchGate were searched using a mix of keywords like perceived value, consumer perception, interactivity, consumer engagement, advertising impact, brand consciousness, emotional value, and social identity. This method was chosen to synthesise empirical findings across diverse sources to understand mechanisms behind consumer’s perceived value formation.

Study selection process and PRISMA flow diagram

Inclusion Criteria

• Studies that investigated the effects of consumer perception, engagement & interactivity on perceived value.
• Studies addressing the relationships between these aspects.
• Studies using empirical research techniques, such as quantitative, qualitative, or mixed-methods approaches.
• Studies published between 2012 and 2024.

Exclusion Criteria

• After screening of titles and abstracts, irrelevant studies were removed from further review.
• Studies that showed a negative impact of social value on perceived value.
• Studies that did support its findings with empirical evidence.

Overview of included studies for the construct

Influence of consumer perception and interactivity & engagement on perceived value

The studies reviewed for this article focused on emotional, sociological, and economic aspects of consumer perception that influence perceived value. While consumer perception is how a consumer views and interprets a product or service based on its experience and interaction, perceived value is the consumer’s assessment of a product’s or service’s worth or value based on price, utility and emotions. The studies reviewed also agree that the most common dimensions for the measurement of perceived value are utilitarian or functional value, transactional or economical value, social value, and emotional value.

Furthermore, perceived value is an important determinant of consumer behaviour, influencing customer satisfaction, loyalty, and purchase intentions (Luo et al., 2022). Perceived value refers to consumers’ perception of the value received from a brand, which is affected by their cognitive trade-off of sacrifices and benefits related to their consumption of the brand (Cheung et al., 2021). According to Nguyen et al. (2021), Consumer perception refers to how customers perceive the quality and price of a product or service. It is a subjective assessment that is influenced by emotional value, functional value, trust, and social influence. Currás‐Pérez et al. et al. (2018) also believe the functional or economic value stems from the perceived quality and expected performance or utility of the product or service. Currás‐Pérez et al. et al. (2018) further found that utilitarian value is influenced mainly by the economic dimension while emotional value is influenced by the social dimension.

Alshibly (2014) argues that consumer satisfaction and perceived value are dissimilar, with consumer perceived value being formulated at different stages of the purchase decision process. A perception of value can be created without the product or service being bought, whereas satisfaction is a post-consumption evaluation. Social value derived from experiences shared by others contributes to the overall perceived value through emotional dimensions such as trust and quality. Furthermore, Li et al. (2021), also found that interactivity & engagement has a positive effect on social value and emotions. They also found that upward social comparison positively moderates the impact of perceived interactivity on social value, while downward social comparison negatively moderates this relationship. Hussain et al. (2022) in their study found that entertainment, aesthetic appeal, interactivity, and trendiness significantly influence the perceived value of a product or service.

Influence of emotional value on consumer perception

Consumer perception is the cognitive and emotional interpretation that consumers create about a product or brand in response to numerous inputs. Common sources of stimulus include advertising, pricing and packaging, and brand reputation. Consumers’ opinions on these characteristics determine how much they value a product or service. Advertisements influence consumer perceptions by communicating a brand’s message, positioning, and identity. Advertisements that are well-crafted and appeal to customer needs and desires boost perceived value by creating a narrative that relates the product to the consumer’s self-image or lifestyle (Zhao et al., 2022). A commercial emphasising the emotional benefits of a product, such as making life easier or bringing joy, raises emotional value. Similarly, advertisements emphasising exclusivity or premium and exclusivity appeal to a niche segment of customers, influencing their opinion of the brand’s value. Also, according to Sudirjo et al. (2024), advertising spending positively influences perceived quality, brand loyalty, brand awareness, and brand image.

Product information and packaging also play a crucial role in creating consumer perception. Customers who see a product as more expensive than competitors perceive it to be of greater quality (Zhao et al., 2021; Nascimento et al., 2022). An appealing and informative packaging not only draws attention, but also conveys a sense of care, quality, and aesthetic value. According to Herrmann, Rhein and Sträter, (2022); and Romeo-Arroyo et al., (2023) packaging design elements such as symmetry, curvature, and material selection have a significant impact on consumer perceptions of product quality and purchase intent. These visual and tactile clues leave a positive impression, increasing the product’s perceived emotional worth.

Brand consciousness, or awareness emphasis on the brand itself, is also an important factor in shaping consumer perception. According to Petravičiūtė et al., (2021) and Zhao et al. (2022), brand-conscious customers prioritise well-known companies due to their perception of quality, prestige, and trustworthiness. As a result, brand-conscious customers are willing to pay a premium for products that align with their perceptions of the brand’s values. A brand that has established itself as reliable, high-quality, or socially responsible has a good reputation, which positively influences consumer perception. Consumers are more likely to perceive brands with a good reputation creating an emotional connection because they associate the brand’s past performance and market standing with reliability and desirability (Ahmadi and Ataei, 2024).

Influence of emotional value on interactivity & engagement

Emotional connection greatly influences perception, according to studies from many industries (Roig et al., 2013; Currás-Pérez et al., 2018). Consumers usually gravitate towards firms that elicit positive emotions, promoting loyalty and repeat purchases. Another key aspect is social interaction and engagement, which emphasizes how owning or using a product helps people fit in or stand out in their social groups. Social interactions and peer ratings on online platforms routinely influence consumer perception (Fueller et al., 2012; Alshibly, 2014). It is seen that social significance through an emotional connection is preferred over functional or utilitarian value as they are perceived socially more valuable. While most of the research supports the idea that social value enhances perceived value, studies by Luo, Li and Sun (2022); Suphasomboon and Vassanadumrongdee (2022), found no significant impact of social value on perceived value in certain contexts, such as restaurant services. However, we disagree with these conclusions because most studies (Fueller et al., 2012; Roig et al., 2013; Alshibly, 2014; Currás-Pérez et al., 2018) consistently show that social value has a positive impact, particularly in more socially conscious consumer categories such as fashion or technology. Hussain et al. (2022) suggest that social media advertising serves as a significant platform for consumer-brand interaction and values co-creation to enhance interactivity & engagement.

Interactivity & engagement refers to the dynamic relationship between consumers and brands that goes beyond passive consumption to include active participation and feedback. In the digital age, these elements are most often facilitated by online influence, word of mouth (WOM), and social identity. Digital social platforms, such as social media, blogs, and forums, wield in shaping consumer opinions and decisions. Consumers today rely heavily on the recommendations, reviews, and endorsements they find online. These influences significantly enhance a product’s perceived value, especially when they come from trusted sources or influencers (Cheung et al., 2021). The interactive nature of these platforms allows consumers to engage with the content in real-time, which not only builds a sense of trust but also reinforces the emotional and social value of the product.

Word of mouth (WOM), particularly on social media, is a significant factor. Unlike traditional advertising, word-of-mouth is perceived as more credible because it comes from peers or influencers rather than the brand. Positive word-of-mouth increases a brand’s social value, making it more appealing to customers looking for social validation in their purchasing decisions (Park, Hyun and Thavisay, 2021; Hussain, Ting and Mazhar, 2022). Consumers who see people in their social circle recommending a product are more likely to consider it worthwhile, not only functionally but also emotionally and socially. Social identity is inextricably linked to internet impact and word-of-mouth marketing. Consumers frequently define themselves through the products and brands they use, and this identity is moulded by the social groups they belong to or aspire to be part of. Consumers prefer things that reflect their personal and social identities, which significantly increases perceived value (Samarah et al., 2022). When consumers associate with a brand, they believe it adds value by improving their social image and allowing them to express themselves.

While this synthesis offers valuable insights into the relationships between consumer perception, interactivity, engagement, and perceived value, a gap remains in establishing causality. Additionally, the studies reviewed in this article largely focused on specific sectors, industries, and ethnic groups, which limits the generalizability of the findings. The analysis also emphasized direct effects, leaving room to explore potential mediating variables that could provide further insights. Future research should empirically examine and validate the perceived value concept across diverse cultural contexts and investigate additional antecedents of perceived value within social commerce.

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