The Role of Digital Marketing in Online Shopping: A Bibliometric Analysis for Decoding Consumer Behavior
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 fa...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-02-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/20/1/25 |
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| author | Natália Figueiredo Bruno M. Ferreira José Luís Abrantes Luis F. Martinez |
| author_facet | Natália Figueiredo Bruno M. Ferreira José Luís Abrantes Luis F. Martinez |
| author_sort | Natália Figueiredo |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-12e513cdf212437d85f1bf0af8ce62c5 |
| institution | OA Journals |
| issn | 0718-1876 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-12e513cdf212437d85f1bf0af8ce62c52025-08-20T02:11:08ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762025-02-012012510.3390/jtaer20010025The Role of Digital Marketing in Online Shopping: A Bibliometric Analysis for Decoding Consumer BehaviorNatália Figueiredo0Bruno M. Ferreira1José Luís Abrantes2Luis F. Martinez3NECE—Research Center for Business Sciences, University of Beira Interior, 6200-209 Covilhã, PortugalResearch Center in Digital Services (CISeD), Higher School of Technology and Management of Viseu, Polytechnic Institute of Viseu, 3504-510 Viseu, PortugalResearch Center in Digital Services (CISeD), Higher School of Technology and Management of Viseu, Polytechnic Institute of Viseu, 3504-510 Viseu, PortugalNova School of Business and Economics, Universidade Nova de Lisboa, 2775-405 Carcavelos, PortugalOver 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.https://www.mdpi.com/0718-1876/20/1/25bibliometric analysismarketingconsumeronline shoppingdigital marketingsystematic literature review |
| spellingShingle | Natália Figueiredo Bruno M. Ferreira José Luís Abrantes Luis F. Martinez The Role of Digital Marketing in Online Shopping: A Bibliometric Analysis for Decoding Consumer Behavior Journal of Theoretical and Applied Electronic Commerce Research bibliometric analysis marketing consumer online shopping digital marketing systematic literature review |
| title | The Role of Digital Marketing in Online Shopping: A Bibliometric Analysis for Decoding Consumer Behavior |
| title_full | The Role of Digital Marketing in Online Shopping: A Bibliometric Analysis for Decoding Consumer Behavior |
| title_fullStr | The Role of Digital Marketing in Online Shopping: A Bibliometric Analysis for Decoding Consumer Behavior |
| title_full_unstemmed | The Role of Digital Marketing in Online Shopping: A Bibliometric Analysis for Decoding Consumer Behavior |
| title_short | The Role of Digital Marketing in Online Shopping: A Bibliometric Analysis for Decoding Consumer Behavior |
| title_sort | role of digital marketing in online shopping a bibliometric analysis for decoding consumer behavior |
| topic | bibliometric analysis marketing consumer online shopping digital marketing systematic literature review |
| url | https://www.mdpi.com/0718-1876/20/1/25 |
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