Digital Marketing's Impact on Consumer Behavior: A Comprehensive Analysis
Abstract
The main objective of this literature review is to comprehensively analyze the field of electronic marketing (e-marketing) from 2003 to 2023. This review aims to explore various research themes and methodologies found in published articles during this period. By collecting and categorizing a broad spectrum of prior research within the marketing domain, it seeks to contribute to the existing body of literature. This literature review follows a three-part structure, utilizing the Hanson Internet marketing framework as a guiding structure. It covers diverse topics, including e-commerce, e-marketplaces, electronic platforms, mobile marketing, and e-marketing performance. Notably, there are research gaps concerning the adoption of e-marketing within small business enterprises (SBEs). To address these gaps and build upon previous research in this area, future studies should employ a triangulation approach. The outcomes of such research will provide valuable insights into the challenges faced in the marketing field, benefiting business owners, policymakers, practitioners, researchers, and educators. This review aims to enrich the collective knowledge base in e-marketing and assist researchers and scholars in shaping their future research endeavors and methodologies.
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