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Publicação
The role of digital marketing in online shopping
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 4.64 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Over the past two decades, digital evolution has radically transformed how consumers interact with brands and purchases. Highly informed consumers actively seek news, knowledge, and inspiration and often interact with multiple touchpoints over an extended period before purchasing. Thus, companies face diverse and complex challenges in engaging with and retaining consumers in virtual contexts. This systematic literature review aims to understand what influences consumer behavior, that is, the impact of digital marketing on online shopping. Based on Web of Science database articles, bibliometric analysis was used to verify the state-of-the-art of digital marketing in consumer behavior topics. This study systematizes the existing literature into six themes: (1) Digital Consumer Behavior and E-Commerce Dynamics; (2) Engagement Strategies in a Virtual Environment; (3) Factors Influencing Online Consumer Decisions and Digital Strategies; (4) E-Commerce in the Era of Social and Technological Change; (5) Innovative Approaches to Digital Consumer Engagement; and (6) Digital Transformation and Cross-Channel Shopping Behavior. The results provide insights and help to develop a more profound understanding of this theme. An agenda for further research is presented based on the existing literature.
Descrição
Publisher Copyright: © 2025 by the authors. Funding information: This work was funded by Fundação para a Ciência e a Tecnologia UIDB/00124/2020, UIDP/00124/2020, UID/00124, PINFRA/22209/2016, Nova School of Business and Economics and Social Sciences DataLab - PINFRA/22209/2016), POR Lisboa and POR Norte (Social Sciences DataLab, PINFRA/22209/2016).
Palavras-chave
Bibliometric analysis Consumer Digital marketing Marketing Online shopping Systematic literature review SDG 12 - Responsible Consumption and Production