rewrite The research question addressed in this article was how big data analytics can be applied to understand consumer behavior and how it can be combined with other disciplines to provide deeper insights. The study reviewed current approaches in big data and argued that while predictive models are powerful, they are incomplete without incorporating perspectives from psychology and sociology. The findings showed that purely technical approaches risk reducing customers to data points and miss the human and cultural dimensions of engagement. This underscores the need for a blended framework that integrates both quantitative analytics and qualitative insights. Compared with studies that emphasize emerging technologies or ethical concerns, this article contributes by bridging technical precision with human-centered analysis. It is particularly useful for showing that numbers alone do not provide a complete picture of engagement. In the discussion, this source will be used to argue that marketing actions should balance analytical efficiency with psychological and social understanding, reinforcing the importance of holistic engagement models