The Evolution of Consumer Behavior in the Digital Era and Its Implications for Marketing Strategies
DOI:
https://doi.org/10.37476/presed.v2i1.62Keywords:
Digital Consumer Behavior; Marketing Strategies; Personalization; Omni-Channel Marketing.Abstract
This study aims to identify, evaluate, and synthesize recent research on the evolution of consumer behavior in the digital era and its implications for marketing strategies. Using a Systematic Literature Review (SLR) approach, this research comprehensively analyzes the dynamic changes in digital consumer behavior and helps identify existing research gaps. The research protocol included inclusion and exclusion criteria to ensure that only relevant, high-quality studies were included. The literature search strategy was conducted through major academic databases such as Scopus, Web of Science, Google Scholar, and PubMed. The results show that consumer behavior has undergone significant changes with the increased use of social media, the need for personalization, and the increased empowerment of informed consumers. The implications of this research suggest that companies adopt data-driven marketing approaches and omnichannel strategies and create relevant content to meet evolving consumer expectations. In addition, this study highlights the need for further research to understand the long-term impact of changes in digital consumer behavior and the integration of new technologies in marketing strategies. This research provides important insights for marketers and academics in designing more adaptive and effective strategies in the digital age.
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