Part I: Foundations and Evolution of Customer Engagement in the Digital Era Introduction to Customer Engagement and Digital Business 1. The Rise of Customer Engagement in the Digital Business Age 2. From Consumer Engagement to Actor Engagement: A Multifaceted Concept 3. Exploring Negative Customer Engagement: A Systematic Review and Research Agenda 4. Service Ethics for Humanity: Wiser Engagement for a Collaborative Future Part II: Technology-Driven Engagement Paradigms 5. Customer and Employee Engagement in the Era of Artificial Intelligence Adoption 6. Customer Engagement: How AI can turn up the Volume on the Voice of the Consumer in New Product Development 7. Reimagining Customer Engagement and Digital Business in the Age of Generative AI and the Metaverse 8. Consumer Engagement with Marketer-Generated Food Content on Instagram: A Comparative Study Between Healthy and Unhealthy Brands Part III: Gamified and Immersive Engagement in the Digital Age 9. Unlocking the VR Potential in Retail: From 3D Showcases to Fully Immersive Shopping Experience 10. The Role of Virtual Reality in Customer Engagement: A Gaming Gateway 11. Customer Engagement and Virtual Reality: A Review and Future Research Agenda 12. Driving Customer Engagement Through Gamification: Proposing a Gamified Customer Engagement Framework 13. The Power of Gamified AR Mobile Apps to Drive Online Customer Engagement