{"id":17,"date":"2026-02-10T18:33:45","date_gmt":"2026-02-10T18:33:45","guid":{"rendered":"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/?page_id=17"},"modified":"2026-02-24T18:17:23","modified_gmt":"2026-02-24T18:17:23","slug":"publication","status":"publish","type":"page","link":"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/publication\/","title":{"rendered":"Publication:"},"content":{"rendered":"\n<p class=\"has-text-align-center wp-block-paragraph\" style=\"font-size:36px\">&#8220;The Role of Digital Marketing in Consumer Behavior: A Survey&#8221;<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-text-align-center has-large-font-size wp-block-paragraph\">What is this article about?<\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\"><div class=\"wp-block-media-text__content\">\n<p class=\"has-medium-font-size wp-block-paragraph\">By Muhammad Alghizzawi<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:700\">Digital marketing\u2019s impact on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-medium-font-size\">Electronic word-of-mouth (eWOM)<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Consumer behavior<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Mobile app use<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Social media use<\/li>\n<\/ul>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-28-1024x683.png\" alt=\"\" class=\"wp-image-152 size-full\" srcset=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-28-1024x683.png 1024w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-28-300x200.png 300w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-28-768x512.png 768w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-28-850x567.png 850w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-28.png 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-cover is-light\"><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"493\" class=\"wp-block-cover__image-background wp-image-175 size-full\" alt=\"\" src=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-36.png\" data-object-fit=\"cover\" srcset=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-36.png 740w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-36-300x200.png 300w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim\" style=\"background-color:#fbf5e7\"><\/span><div class=\"wp-block-cover__inner-container is-layout-constrained wp-block-cover-is-layout-constrained\">\n<p class=\"has-text-align-center has-medium-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:400\">\u201cThis 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.\u201d\u00a0<\/p>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:400\">(<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S2352250X15300014?via=ihub\">ScienceDirect<\/a>)<\/p>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile\" style=\"grid-template-columns:55% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-30-1024x683.png\" alt=\"\" class=\"wp-image-155 size-full\" srcset=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-30-1024x683.png 1024w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-30-300x200.png 300w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-30-768x512.png 768w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-30-850x567.png 850w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-30.png 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\" style=\"font-size:32px\">Digital tools mentioned<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-medium-font-size\">Mobile applications<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Social media platforms<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Online review systems (eWOM)<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Digital communication channels<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Data tracking systems<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-text-align-center has-large-font-size wp-block-paragraph\">Key Findings<\/p>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile\" style=\"grid-template-columns:55% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-29-1024x683.png\" alt=\"\" class=\"wp-image-153 size-full\" srcset=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-29-1024x683.png 1024w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-29-300x200.png 300w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-29-768x512.png 768w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-29-850x567.png 850w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-29.png 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-medium-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:700\">Consumers today:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-medium-font-size\">Make decisions through social media<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Use smartphones daily<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Search for products online<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Read online reviews<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Trust digital communication<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-cover is-light\" style=\"min-height:430px;aspect-ratio:unset;\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"731\" class=\"wp-block-cover__image-background wp-image-231 size-large\" alt=\"\" src=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-44-1024x731.png\" data-object-fit=\"cover\" srcset=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-44-1024x731.png 1024w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-44-300x214.png 300w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-44-768x548.png 768w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-44-850x607.png 850w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-44.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim\" style=\"background-color:#d9f3ff\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<p class=\"has-text-align-center has-medium-font-size wp-block-paragraph\">\u201cThus, 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.\u201d <\/p>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size wp-block-paragraph\">(<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S2352250X15300014?via=ihub\">ScienceDirect<\/a>)<\/p>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"has-text-align-center has-large-font-size wp-block-paragraph\">Importance<\/p>\n\n\n\n<div class=\"wp-block-media-text has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 58%\"><div class=\"wp-block-media-text__content\">\n<p class=\"has-medium-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:700\">Shows: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-medium-font-size\">Marketing is digital<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Platforms shape behavior<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Algorithms affect visibility<\/li>\n<\/ul>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:700\">Connections with Project:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-medium-font-size\">Same platforms<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Same algorithms<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Same digital behavior<\/li>\n<\/ul>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-31-1024x683.png\" alt=\"\" class=\"wp-image-159 size-full\" srcset=\"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-31-1024x683.png 1024w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-31-300x200.png 300w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-31-768x512.png 768w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-31-850x567.png 850w, https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-content\/uploads\/2026\/02\/image-31.png 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;The Role of Digital Marketing in Consumer Behavior: A Survey&#8221; What is this article about? Key Findings Importance<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-17","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-json\/wp\/v2\/pages\/17","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-json\/wp\/v2\/comments?post=17"}],"version-history":[{"count":10,"href":"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-json\/wp\/v2\/pages\/17\/revisions"}],"predecessor-version":[{"id":232,"href":"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-json\/wp\/v2\/pages\/17\/revisions\/232"}],"wp:attachment":[{"href":"https:\/\/classprojects.digitalwcu.org\/ESchaubMarketing\/wp-json\/wp\/v2\/media?parent=17"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}