The Impact of Digital Marketing on Consumer Behavior: A Literature Review
Ajlal Haider (a*), ZARINA (b)

Department of Management, Faculty of Economics and Business, Airlangga University, Indonesia

Abstract

With the advent of the internet and technological advancements, the interest in digital marketing strategies has increased a lot. As a result, digital marketing has now become an essential part of how a company interacts with the customer and influences them. This literature review deals with the effect of digital marketing to the consumer behavior, as focus is made on the ways in which the tools such as social media, mobile marketing, search engine optimization (SEO), and personal content on consumer behavior buying made. The paper reviews literature to identify digital marketing trends and psychological process related to consumers behavior in the digital era. Despite this speedy growth, there are many missing pieces of knowledge regarding how useful digital marketing is in short term, does it influence from other cultures and regions, and how are privacy issues and security of the data affecting driving all? The review finishes with these gaps detailed and examples of topics offered for future research in the field.

Keywords: Digital Marketing, Consumer BehaviorMobile Marketing, Personalized Marketing, Consumer Psychology, Trust and Perception,

Topic: Marketing management