Digital marketing and consumer behaviour: a systematic literature review and future research agenda

Puntos clave

• Digital marketing significantly influences consumer behaviour, altering how decisions are made and purchases are completed.
• The systematic literature review encompasses various studies, indicating diverse trends and patterns across consumer interactions.
• Methods included comprehensive analysis of existing literature to identify gaps and formulate a cohesive research agenda for future exploration.
• Highlights the need for further investigation into evolving digital landscapes, emphasizing their dynamic nature in consumer interactions.