“The Role of Digital Marketing in Consumer Behavior: A Survey”
What is this article about?
By Muhammad Alghizzawi
Digital marketing’s impact on:
- Electronic word-of-mouth (eWOM)
- Consumer behavior
- Mobile app use
- Social media use
“This article reviews recently published research about consumers in digital and social media marketing settings. Five themes are identified: (i) consumer digital culture, (ii) responses to digital advertising, (iii) effects of digital environments on consumer behavior, (iv) mobile environments, and (v) online word of mouth (WOM). Collectively these articles shed light from many different angles on how consumers experience, influence, and are influenced by the digital environments in which they are situated as part of their daily lives. Much is still to be understood, and existing knowledge tends to be disproportionately focused on WOM, which is only part of the digital consumer experience. Several directions for future research are advanced to encourage researchers to consider a broader range of phenomena.”
Digital tools mentioned
- Mobile applications
- Social media platforms
- Online review systems (eWOM)
- Digital communication channels
- Data tracking systems
Key Findings
Consumers today:
- Make decisions through social media
- Use smartphones daily
- Search for products online
- Read online reviews
- Trust digital communication
“Thus, future consumer marketing will largely be carried out in digital settings, particularly social media and mobile. It is therefore necessary for consumer research to examine and understand consumer behavior in digital environments.”
Importance
Shows:
- Marketing is digital
- Platforms shape behavior
- Algorithms affect visibility
Connections with Project:
- Same platforms
- Same algorithms
- Same digital behavior
