In a dynamic market where customers are in constant effort to substitute products, both academicians and practitioners are increasingly drawn towards this topic of Customer Engagement (CE). The phrase “Customer Engagement (CE)” is often used as catch line to refer to anything related to customers' buying behaviour such as customer satisfaction, customer involvement. While these sets of behaviours are appealing, they do not assure that the customer will not substitute the product. To be sure of customers' constant engagement toward the product, marketers should be able to constantly engage customers with the brand both offline as well as through digital platforms to increase loyalty. As a result marketers not only should put efforts to make the brand desirable and appealing they must also take a step forward to ensure that the consumers remain associated, engaged, and involved with the brand. Consumers invest themselves emotionally, psychologically, and physically with the brand during the purchasing process. This results in customer engagement. There are many drivers for this conduct and varies from customer to customer. Marketers strive to design an appropriate strategy to persuade consumers so that the customers feel worth their effort, time, and money involved with the brand and establishing a fruitful relationship with the brand. Customer Engagement is a well-researchable topic since the need to build a relationship with customers is on priority to all companies particularly understanding the means of building a preferred relationship lasting for a longer time. Customer engagement is the valuable dynamic through which marketers intend to achieve brand loyalty, brand engagement, brand performance, brand satisfaction and achieve a competitive advantage in the market. This study provides an in-depth review of customer engagement considering different attributes like Consumer engagement, Social media engagement, Brand relationship, Brand interactivity, Brand Co-creation and how companies adapt apt strategies to engage and involve customers.