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Journal articles on the topic 'Digital Consumer Journey'

Author: Grafiati

Published: 5 June 2025

Last updated: 16 July 2025

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1

Tupikovskaja-Omovie, Zofija, and David Tyler. "Clustering consumers' shopping journeys: eye tracking fashion m-retail." Journal of Fashion Marketing and Management: An International Journal 24, no. 3 (2020): 381–98. http://dx.doi.org/10.1108/jfmm-09-2019-0195.

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PurposeDespite the rapid adoption of smartphones among digital fashion consumers, their attitude to retailers' mobile apps and websites is one of increasing dissatisfaction. This suggests that understanding how mobile consumers use smartphones for fashion shopping is important in developing digital shopping platforms that fulfil consumer' expectations.Design/methodology/approachFor this research, mobile eye-tracking technology was employed in order to develop unique shopping journeys for 30 consumers, using fashion retailers' websites on smartphones, documenting their differences and similarit

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Deliana, Dian, Siti Manis, and Sultan Mohammad Ghazi. "THE INFLUENCE OF E-MARKETING ON CONSUMER DECISION-MAKING IN TRAVEL AGENCY SERVICES AT DIARY TOUR TRAVEL." Journal of Islamic Tourism Halal Food Islamic Traveling and Creative Economy 5, no. 1 (2025): 1–18. https://doi.org/10.21274/ar-rehla.v5i1.10924.

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Abstrak: Penelitian ini bertujuan menganalisis pengaruh e-marketing terhadap pengambilan keputusan konsumen pada Diary Tour Travel, di tengah meningkatnya konsumsi konten digital dalam industri pariwisata. Menggunakan pendekatan kualitatif fenomenologis, data dikumpulkan melalui wawancara mendalam terhadap 10 konsumen berusia 21-40 tahun yang aktif di media sosial serta analisis konten digital selama tiga bulan. Hasil penelitian mengungkap tiga faktor utama yang memengaruhi keputusan pembelian: (1) kredibilitas informasi melalui testimoni video pelanggan (user-generated content), (2) interaksi

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Papakonstantinidis, Stavros. "The SoLoMo customer journey: a review and research agenda." Innovative Marketing 13, no. 4 (2017): 47–54. http://dx.doi.org/10.21511/im.13(4).2017.05.

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The purpose of this paper is to develop a better understanding of the impact of (So) social media, (Lo) local marketing, and (Mo) mobile applications (SoLoMo) on consumer behavior. The paper is based on a literature review of peer-reviewed articles, published books, trade publications, and doctorate dissertations. This paper examines the SoLoMo consumer, which is a concept that has not been widely discussed in the literature of digital marketing. A thorough literature review of the digital customer journey indicates an oxymoron. On the one hand, there is a vast range of studies in the literatu

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Vaidehi, Dhamankar, Sarkar Anubhuti, and Khatri Aliyah. "The Journey Of Digital Screens Changing The Purchasing Pattern." International Journal of Advance and Applied Research S6, no. 19 (2025): 189–98. https://doi.org/10.5281/zenodo.15101061.

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<em>The intersection of social media platforms and e-commerce systems helps in reshaping the digital economy of India. This research paper provides the framework of India's vision for 2047, using a conceptual model-based approach to understand its implications on digital transformation. Through this model, it studies the connectivity between three major components: social marketing, consumer behaviour, and e-commerce retail strategies. The proposed model simulates the connectivity and data-driven decisions and insights by social media platforms to analyse the shopping habits of the consumer. T

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Nyström, Anna-Greta, and Karl-Jacob Mickelsson. "Digital advertising as service: introducing contextually embedded selling." Journal of Services Marketing 33, no. 4 (2019): 396–406. http://dx.doi.org/10.1108/jsm-01-2018-0043.

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Purpose Previous research on advertising in digital contexts has emphasized its persuasive and information processing roles for the customer. This paper aims to problematize this point of view and argues that the converged and interactive nature of digital media makes all advertising content into potential points of engagement in a digital media journey. Design/methodology/approach The paper is conceptual in nature and applies service logic (SL) and customer engagement to reconceptualize digital advertising and selling. Findings The authors present digital advertisements and digital media cont

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Hyun, Kim, and Sungeun Kwon. "New Ways to Understand the Digital Consumer Journey." Research World 2015, no. 54 (2015): 48–51. http://dx.doi.org/10.1002/rwm3.20286.

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Andi, Aisyiah Alwie, Ridwansyah Ardhi, and Sunitiyoso Yos. "Integrating Traditional and Digital Marketing Strategy to Improve Customer Acquisition in Medical Device Distribution Company: Case Study of PT. UMI." International Journal of Current Science Research and Review 06, no. 07 (2023): 4888–93. https://doi.org/10.5281/zenodo.8174097.

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Abstract : Digital innovation is the most important and beneficial strategy to address the need for expansion in health systems. But the goal goes much beyond merely updating the infrastructure. From a consumer standpoint, digital innovation must aim to radically alter the health care business model including medical device business. Over the past few years, medical device businesses have received aggressive, record-breaking investment. The Medical Device company also greatly influenced by digitalization phenomenon which requires them to shift to adjust to new consumer behavior in Digital. PT.

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Vasilopoulou, Christina, Leonidas Theodorakopoulos, and Ioanna Giannoukou. "Big Data and Consumer Behavior: The Power and Pitfalls of Analytics in the Digital Age." Technium Social Sciences Journal 45 (July 9, 2023): 469–80. http://dx.doi.org/10.47577/tssj.v45i1.9135.

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The advent of digital technology has transformed the way businesses interact with consumers, providing an abundance of data that can be harnessed to improve the customer experience. Big data analysis offers businesses the tools to gain insight into consumer behavior and preferences, optimize the customer journey, and create personalized experiences. This paper explores the impact of big data analysis on digital consumer behavior, delving into the opportunities, challenges, and ethical considerations that arise in this context.

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Sarfraz, Muddassar, Barween Al Kurdi, and Muhammad Rafiq. "How Digital Marketing Shapes Consumer Decision-Making Employing (AIDA) Model with Respect to Consumer Knowledge and Consumer Experience." International Journal of Management and Marketing Intelligence 2, no. 1 (2025): 39–48. https://doi.org/10.64251/ijmmi.66.

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This study aims to investigate the impact of digital marketing on consumer experience and knowledge in our current landscape. As we increasingly rely on online platforms, digital marketing has become an essential tool for businesses aiming to connect with and inform their customers. This research studies how a number of digital strategies, like social media marketing, content marketing, email campaigns, and search engine optimisation, affect how consumers perceive brands and make decisions. To achieve this, a qualitative research approach was taken, using thematic analysis to review existing a

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Chivu, Raluca Giorgiana, Ivona Stoica, Mihai-Cristian Orzan, and Andra-Victoria Radu. "New trends in marketing mix strategies for digital consumer behaviour." New Trends and Issues Proceedings on Humanities and Social Sciences 5, no. 2 (2018): 89–95. http://dx.doi.org/10.18844/prosoc.v5i2.3658.

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The marketing mix is the first step in establishing a lasting relationship between the company’s offer and the final consumer. From the product to the price meeting the needs and allows the consumer to buy, the placement and the promotion have received increasing importance. Also, when we think of an online environment where the consumer can be found, smartphones—consumer mobile journey, online TV advertising on Netflix and YouTube a.s.o. This paper aims to identify the element of the marketing mix with the highest impact on the final consumer buying decisions. For this, we have conducted a qu

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Dr, Antima Agarwal. "The Digital Influence: A Study on How Online Marketing Shapes Consumer Decisions." INTERNATIONAL JOURNAL OF INNOVATIVE RESEARCH AND CREATIVE TECHNOLOGY 11, no. 1 (2025): 1–10. https://doi.org/10.5281/zenodo.14710407.

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This research paper explores the growing influence of digital marketing on consumer decision-making in India, focusing on key trends and behaviours that shape modern purchasing patterns. With the rapid expansion of internet access and mobile commerce, Indian consumers are increasingly relying on online reviews, peer recommendations, social media, and personalized content to guide their purchasing decisions. The paper examines the rise of mobile-first shopping, the impact of influencer marketing, and the role of AI in creating tailored consumer experiences. Additionally, it highlights the signi

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Febrihana, Meganingsih, Wisesa Anggara, and Fachira Ira. "Enhancing Nogi Livin's Brand Awareness: A Customer Decision Journey Perspective through Social Media." International Journal of Current Science Research and Review 07, no. 06 (2024): 3879–90. https://doi.org/10.5281/zenodo.11908697.

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Abstract : This study investigates the effectiveness of digital marketing strategies employed by Nogi Livin, an emerging Indonesian furniture company, in enhancing brand awareness and influencing customer decision journeys. The global furniture market’s expansion is leveraged by digitalization and changing consumer preferences, presenting challenges and opportunities for companies like Nogi Livin. Using the McKinsey Consumer Decision Journey Model, this research delineates the impact of social media strategies on customer engagement and purchasing decisions. A mixed-method approach, incl

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IANKOVETS, Tetiana. "Digital marketing and experience design in retail." SCIENTIA FRUCTUOSA 152, no. 6 (2023): 51–63. http://dx.doi.org/10.31617/1.2023(152)04.

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The rapid spread of digital technologies, changes in consumer behavior, and the growth in the number of online users have led to changes in the business models of retail enterprises. Among them, the most common are: online store, electronic bulletin board, electronic marketplace, price aggregator. These business models involve the use of digital marketing methods and instruments. At the same time, taking into account the principle of omnichannel in digital marketing, it is important to ensure that consumers can make purchases in physical stores. Such additional opportunities will allow formin

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Yuliia, Tymchenko, Proskurina Mariia, Hryhorchuk Taras, et al. "Determining the role of emotions in the customer journey for culture industries under conditions of information and communication technologies development." Eastern-European Journal of Enterprise Technologies 2, no. 13 (122) (2023): 62–72. https://doi.org/10.15587/1729-4061.2023.275614.

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The object of research is the purchasing behavior of consumers of cultural products. The aim of the study is to determine the model of consumer decision-making about the purchase of cultural products, taking into account the emotional component under the conditions of development of information and communication technologies. It has been established that macroeconomic factors in the formation of marketing of cultural industries are characterized by a number of features, among which the development of information and communication technologies is key. Making a consumer decision regarding a cult

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Xu, Shuai. "The Consumer Decision Journey in the Digital Age: How Brands Influence Consumer Behavior Online." Advances in Economics, Management and Political Sciences 184, no. 1 (2025): 115–21. https://doi.org/10.54254/2754-1169/2025.bl23219.

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The usual marketing funnel no longer safely reflects consumer behaviour in the modern era. Customers prefer to participate in the Consumer Decision Journey (CDJ), a more repetitive and straight- ahead decision- making method. This analysis examines how businesses can impact buyers from when a customer becomes aware of a product until the purchase. As a result of the expansion of digital marketing, strategies like social media marketing, personalized advertising, search engine optimization (SEO), influencer marketing, and user-generated content (UGC) have gained more and more attention. This re

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Tymchenko, Yuliia, Mariia Proskurina, Taras Hryhorchuk, et al. "Determining the role of emotions in the customer journey for culture industries under conditions of information and communication technologies development." Eastern-European Journal of Enterprise Technologies 2, no. 13 (122) (2023): 62–72. http://dx.doi.org/10.15587/1729-4061.2023.275614.

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The object of research is the purchasing behavior of consumers of cultural products. The aim of the study is to determine the model of consumer decision-making about the purchase of cultural products, taking into account the emotional component under the conditions of development of information and communication technologies. It has been established that macroeconomic factors in the formation of marketing of cultural industries are characterized by a number of features, among which the development of information and communication technologies is key. Making a consumer decision regarding a cult

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Troitskaya, Natalia. "Journey between Channels: Building Customer Experience in a Digital Environment." Ideas and Ideals 16, no. 3-2 (2024): 333–47. http://dx.doi.org/10.17212/2075-0862-2024-16.3.2-333-347.

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In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and ana

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Poncibò, Cristina. "Smart contracts: A short journey into the future of consumer contracts." Revija Kopaonicke skole prirodnog prava 4, no. 1 (2022): 33–49. http://dx.doi.org/10.5937/rkspp2201033p.

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The smart contract is a computer program that facilitates the automation of processes related to human bargaining. e topic is receiving some attention in doctrine perhaps by virtue of its curious name and perhaps because the concept is closely linked to the idea of the automation of law, a hotly debated topic. Having said that, it is not clear whether this innovation will be fully applied in the next few years in the field of consumer mass bargaining. On the one hand, the issue lends itself to an initial reflection on the evolution of the standardisation of consumer contracts in the global and

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Verma,, Mansi. "Consumer Buying Behavior." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04287.

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Abstract Consumer buying behavior encompasses the complex decision-making processes and actions involved when individuals select, purchase, use, and dispose of products and services. This research paper investigates the multifaceted nature of consumer buying behavior by examining the influence of psychological, cultural, social, personal, and economic factors on consumers' decisions. Drawing on established theoretical frameworks such as Maslow’s Hierarchy of Needs, the Engel-Kollat-Blackwell (EKB) model, and the Howard-Sheth model, this study explores the motivations and attitudes that drive p

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Kushwaha, Priyanka. "Analyzing the Customer Journey through Data Analytics." International Journal for Research in Applied Science and Engineering Technology 13, no. 5 (2025): 6046–49. https://doi.org/10.22214/ijraset.2025.71608.

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The quantitative content analysis identified five underlying themes of the customer journey, namely, service satisfaction, failure and recovery, co-creation, customer response, channels and technological disruption. The results section reviewed and discussed each theme and its sub-themes in turn. The review identified important gaps in the literature related to the key stages of a customer journey. Customer Journey Mapping (CJM) is pivotal for understanding and enhancing customer experiences across touchpoints. The integration of real-time data analytics into CJM has transformed this tradition

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Kumar,, Utkarsh, Sandeep Kumar, ,Arun Kr Mahajan, Puneet Largotra, and Afzal Ansari. "Leveraging Digital Innovation to Enhance Consumer Engagement and Sales Performance in the FMCG Sector." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem43390.

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The fast-moving consumer goods (FMCG) industry is a highly competitive arena, and for a brand to engage with consumers and boost their sales performance, they need to constantly innovate. This paper investigates the role of digital revolution (AI, big data analytics, social media marketing, e- commerce) in improving customer engagement and driving sales in the Fast- Moving Consumer Goods (FMCG) sector. Data-Driven Marketing plays a pivotal role in the age of digital transformation Emerging Economies. Technologies such as recommendation engines, predictive analytics, and chatbots are at the for

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Dwityas, Nindyta Aisyah. "Digital Consumer Insight untuk Membangun Promosi bagi UKM di Lingkungan Tangerang Kota." Indonesian Journal for Social Responsibility 3, no. 1 (2021): 21–28. http://dx.doi.org/10.36782/ijsr.v3i1.45.

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Educational activities about digital consumer insight to build SME promotions in the Tangerang City environment are carried out to help micro and small-scale businesses in the Tangerang City environment to develop the businesses they run. This activity was attended by 22 participants and was held in Cibodas Village in March 2020. The method used is 1) counseling and introduction to online business development, especially regarding consumer behavior in the digital era, 2) education about the activities and stages that consumers go through in making purchase decisions on various online platforms

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Mulya, Ardyanto, Satya Aditya Wibowo, and Mustika Sufiati Purwanegara. "Elevating Consumer Decision Journey to Increase Consumer Loyalty in Tokopedia and Shopee for PT. SNACK LEZAT Products." Asian Journal of Technology Management (AJTM) 16, no. 3 (2023): 201–10. http://dx.doi.org/10.12695/ajtm.2023.16.3.4.

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Southeast Asia region's digital service growth trend is accelerating, with 60% of new digital users joining in the previous two years. This has an effect on e-commerce sales, which have risen quickly in recent years and are expected to rise further. Edible groceries in Indonesia are expected to increase with compounded annual growth rate 16.9% between 2022 - 2027. This growth is in line with the retail evolution from traditional market, modern market, to digital market PT. SNACK LEZAT is a global snack company and currently is focusing on e-commerce channels that still in an early stage of dev

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Kim Oanh, Vo Thi. "Evolving Landscape Of E-Commerce, Marketing, and Customer Service: the Impact of Ai Integration." Journal of Electrical Systems 20, no. 3s (2024): 1125–37. http://dx.doi.org/10.52783/jes.1426.

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Background: In today's digital age, consumers interact with brands through various channels, including websites, social media, and mobile apps. This has led to the rise of "digital consumers" with distinct cognitive skills and expectations. Businesses are constantly seeking ways to improve customer experience (CX) and stay competitive. Objective: This article explores how artificial intelligence (AI) is transforming the digital consumer experience. Methods: A qualitative research approach was employed, utilizing literature reviews, expert interviews, and case studies to gain insigh

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Wang, Jingchao. "Research on the Current Development and Optimization of Amazon’s Digital Marketing Strategy." Highlights in Business, Economics and Management 23 (December 29, 2023): 213–19. http://dx.doi.org/10.54097/mwg3pw30.

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In the dynamic landscape of contemporary commerce, the evolution and optimization of digital marketing strategies have become pivotal for businesses to stay competitive and engage with a global audience. This research delves into Amazon’s dominance in the e-commerce industry to unravel the trajectory of its digital marketing strategies. Amazon’s journey offers insights into the interplay between innovation, consumer behavior, and technological advancements. This paper mentions the evolution of Amazon’s marketing strategies from an online bookstore to its current status as a global e-commerce b

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Cheng, Ming, Chris K. Anderson, Zhen Zhu, and S. Chan Choi. "Service online search ads: from a consumer journey view." Journal of Services Marketing 32, no. 2 (2018): 126–41. http://dx.doi.org/10.1108/jsm-06-2016-0224.

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Purpose This study aims to address the following research questions: Do the two types of service firms (individual or aggregator) have similar competitiveness on online search ads? How should the two types of service firms select optimal branded keywords to improve search performance? In addition, how do consumers’ search queries influence the service search performance of the two types of service firms? Design/methodology/approach In this study, the authors conduct an empirical analysis by building a two-stage choice modeling on the process of search engine ranking and consumer click-through

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Andersson, Svante, Ulf Aagerup, Lisa Svensson, and Sanna Eriksson. "Challenges and opportunities in the digitalization of the B2B customer journey." Journal of Business & Industrial Marketing 39, no. 13 (2024): 160–74. http://dx.doi.org/10.1108/jbim-12-2023-0714.

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Purpose This study aims to explore challenges and opportunities in the digitalization of the business-to-business (B2B) customer journey in different buying situations. It also investigates where in the customer journey digital marketing is most efficient. Design/methodology/approach This research adopts a single case study approach to examine a B2B company that implemented digitalization in its customer journey in different buying situations. Data were collected through semistructured interviews, complemented by internal documents and information from the company’s website and social media, t

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Noman Ahsan, Sobia Jamil (Corresponding Author), and Madiha Rais. "The Influence of Social Media Influencers on Consumer Decision-Making: A Comprehensive SEM Analysis." International Journal of Social Science & Entrepreneurship 4, no. 2 (2024): 317–41. http://dx.doi.org/10.58661/ijsse.v4i2.286.

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In recent times, social media influencers and their marketing campaigns have gained significant popularity and attention. The aim of this study is to identify the extent to which social media influencers impact consumer decision-making and buying behaviors. The paper examines influencer marketing as a form of electronic word-of-mouth (eWOM) and how it affects the consumer purchase journey. Framework is developed using existing literature on topics like consumer decision-making, eWOM, opinion leadership, source credibility, and digital interaction. The methodology utilizes a deductive research

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Arzuova, Shargul Ansatbaevna, and Atabek Tolegenov. "Navigating the Digital Marketplace: The Dynamic Role of Social Media in Shaping Economic Trends." JOURNAL OF UNIVERSAL SCIENCE RESEARCH 1, no. 8 (2023): 262–64. https://doi.org/10.5281/zenodo.8272962.

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Witness the rise of social media as a powerhouse shaping economic trends. With 4.2 billion users worldwide, these platforms have evolved into change agents, steering consumer behavior, reshaping markets, and predicting economic shifts. Explore their journey from personal networks to economic giants, democratizing advertising and enabling real-time adaptation. Uncover the sway of influencer culture on consumers and the potential of social media for economic analysis. Ethical concerns arise, but the future promises "social commerce" integrating shopping seamlessly and blockchain-driven

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BHARGAVI, CHILUKAMARI. "AUGMENTED REALITY IN FASHION INDUSTRY." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04606.

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ABSTRACT: Augmented Reality (AR) is progressively transforming the fashion sector by filling the void between digital technology and consumers' needs. As digital technologies and e-commerce continue to evolve, the necessity for richer, interactive, and engaging shopping experiences has never been more imperative. AR fills this gap by allowing customers to try on clothes and accessories virtually in real time through their smartphones, tablets, or smart mirrors without the need for any physical contact. This ability turns the conventional retail experience into an extremely personal journey. Co

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Tedjakumala, Ingrid, Ninis Agustini Damayani, Deddy Mulyana, and Susie Perbawasari. "Crafting Folktale Narratives: Bangflo Coffee's Innovative Digital Storytelling Journey on Instagram." Journal of Law and Sustainable Development 11, no. 12 (2024): e2795. http://dx.doi.org/10.55908/sdgs.v11i12.2795.

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Objective: This study aims to explore the impact of integrating the Sasando folktale into Bangflo Coffee's brand identity on Instagram, focusing on its effects on consumer behavior, loyalty, and market positioning in the Jakarta coffee industry.  Theoretical framework: The study is grounded in the foundations of storytelling in human culture, the strategic application of storytelling in digital communication, and the multidimensional nature of brand identity.  Method: Employing a robust action research methodology rooted in Lewin's cycle, the study emphasizes the strate

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SRISHTI, SRISHTI. "Exploring the Impact of Social Media on Consumer Behaviour." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 05 (2025): 1–9. https://doi.org/10.55041/ijsrem49135.

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Abstract In today's digital world, social media has emerged as a revolutionary force influencing consumer behaviour across industries, demographics, and continents. Instagram, Facebook, YouTube, TikTok, and Twitter (now X) have gone far beyond their original roles as communication platforms to become critical components of the consumer decision-making process. This study investigates the multifaceted impact of social media on consumer behavior, with a particular emphasis on how different types of content—such as influencer marketing, user-generated content, brand-generated posts, and AI-driven

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Daffa, Nabilah Kartika, and Reza Ashari Nasution Ph.D. Prof. "An Exploratory Study of Digital Assets to Stimulate Consumer Experience through Consumer Journey on Pre-Visit and Post-Visit at Tourism Sector." International Journal of Current Science Research and Review 06, no. 02 (2023): 1779–87. https://doi.org/10.5281/zenodo.7681657.

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<strong>ABSTRACT: </strong>This study aims to explore how digital assets can be used as a stimulus to create a cognitive and affective response in two-level stages through consumer experience journey theory. 21 semi-structured interviews were conducted to identify two psychological states: utilitarian (as a cognitive response) and hedonistic (as an affective response). The results show that several categories of information (location, place condition, and tourist site objects) lead to several cognitive responses, such as curiosity. The visual based video has become the visit intention triggere

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Furquim, Thales Stevan Guedes, Claudimar Pereira da Veiga, Cássia Rita Pereira da Veiga, and Wesley Vieira da Silva. "The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions." Journal of Theoretical and Applied Electronic Commerce Research 18, no. 1 (2022): 79–104. http://dx.doi.org/10.3390/jtaer18010005.

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In recent decades, retail has been faced with a challenging scenario, resulting from the digital transformation driven by advances on the internet that has transformed retail business models, especially in commercial transactions, giving consumers a new shopping experience. However, it has been a challenge for retailers to maintain the same shopping experience in different marketing channel formats, mainly with regard to understanding the consumption habits of consumers and what can influence their purchase decisions. As far as is known, the buying process is not only about the act of buying.

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Valishvili, Tea, and Lia Genelidze. "Consumer Choice: Exploring Factors, Influences and Decisions." Economic Profile 19, no. 2 (2025): 88–96. https://doi.org/10.52244/ep.2024.28.08.

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In today’s marketplace, creating an effective marketing strategy is more crucial than ever. Technological advancements have significantly influenced consumer behavior, creating a dynamic environment where businesses must adapt to stay competitive. The primary goal of marketing isn’t traditional advertising; it now focuses on building connections between consumers and products. To achieve this, marketers, brands, and businesses need to focus on the consumer decision-making process and the behaviors driving it, enabling them to enhance communication at every stage of the customer journey. Modern

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Luo, Bingzhu. "How The Livestream Marketing Model Influence the Consumer Decision-Making Process Amid the COVID-19?" BCP Business & Management 14 (November 24, 2021): 128–38. http://dx.doi.org/10.54691/bcpbm.v14i.137.

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The emerging of new media platforms and technology advancements is changing the landscape of online retailing and "touchpoints" in the consumer journey. How does the livestream marketing model influence the consumer decision-making process, and why it achieves exponential market growth within years are significant to answer? This article utilized the Five-Stage Model of the Consumer Buying Process, content, and data analysis method to conduct an in-depth case study of Alibaba's Taobao T-mall "Double 11" livestream marketing campaign amid COVID-19. The result shows that livestream marketing pla

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Ramazonova, Feruza. "The history of economic advertisement and its linguistic aspects." Software Engineering and Applied Sciences 1, no. 4 (2025): 47–50. https://doi.org/10.5281/zenodo.15177198.

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<strong>Abstract:</strong> This article delves into the captivating journey of economic advertisement, tracing its significant transformations across different epochs marked by societal changes, technological advancements, and shifts in consumer behavior. Emphasizing the pivotal role of linguistics in shaping persuasive narratives, the article explores the historical trajectory of economic advertisement. Language emerges as a potent force in advertising, particularly with the rise of social media and web 2.0, where the written word dominates. From the street corner hawkers of ancient Greece to

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IANKOVETS, Tetiana. "Digital marketing automation." Scientia fructuosa 154, no. 2 (2024): 100–117. http://dx.doi.org/10.31617/1.2024(154)06.

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Increased competition in an uncertain digital environment requires new approaches to improving marketing and business efficiency. Automation of business processes and marketing ensures management decisions aimed at improving customer experience by collecting, processing, and analyzing a huge amount of objective customer data from various sources and software services. For the company, it saves time and resources by automating routine processes, and, given the improved customer experience and corresponding loyalty of the target audience, it helps to increase the efficiency of marketing investme

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Guru, Dr Shivani. "“The Influence of Social Media on Consumer Buying Behavior and Purchase Decisions: A Study of Trends, Trust, and Engagement”." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04234.

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Abstract: In the digital age, social media platforms have become powerful tools that significantly shape consumer buying behavior and influence purchase decisions. This study explores the dynamic relationship between social media trends, consumer trust, and user engagement in the context of online purchasing. With platforms like Instagram, Facebook, YouTube, and Twitter becoming integral to marketing strategies, this research investigates how exposure to social media content—such as influencer recommendations, advertisements, brand posts, and peer reviews—affects consumer perceptions, brand lo

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Mishra, Dr Ravi. "The Influence of Social Media on Consumer Buying Behavior and Purchase Decisions: A Study of Trends, Trust, and Engagement." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04392.

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Abstract: In the digital age, social media platforms have become powerful tools that significantly shape consumer buying behavior and influence purchase decisions. This study explores the dynamic relationship between social media trends, consumer trust, and user engagement in the context of online purchasing. With platforms like Instagram, Facebook, YouTube, and Twitter becoming integral to marketing strategies, this research investigates how exposure to social media content—such as influencer recommendations, advertisements, brand posts, and peer reviews—affects consumer perceptions, brand lo

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Mishra, Ravi Kumar. "The Impact of Social Media Marketing on Consumer Buying Behavior." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04388.

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Abstract In the digital age, social media platforms have become powerful tools that significantly shape consumer buying behavior and influence purchase decisions. This study explores the dynamic relationship between social media trends, consumer trust, and user engagement in the context of online purchasing. With platforms like Instagram, Facebook, YouTube, and Twitter becoming integral to marketing strategies, this research investigates how exposure to social media content—such as influencer recommendations, advertisements, brand posts, and peer reviews—affects consumer perceptions, brand loy

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Gabriel, Victor Samuel. "Next-Generation Supply Chains: Achieving ‘One Delivery’-A Single, Seamless Flow from Factory to Front Door with AI, IoT, and Autonomous Technologies." European Journal of Computer Science and Information Technology 13, no. 35 (2025): 111–22. https://doi.org/10.37745/ejcsit.2013/vol13n35111122.

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This article examines the transformative impact of artificial intelligence, Internet of Things, and autonomous technologies on modern supply chain systems. In today's hyper-connected digital economy, consumers expect not just products, but experiences—seamless, reliable, and personalized from the moment an order is placed until it arrives at their doorstep. This expectation has given rise to the concept of "One Delivery": a unified logistics paradigm in which every link of the supply chain—from manufacturing and warehousing to transportation and last-mile fulfillment—operates as a single, unin

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Ebrahim, Mansoor Veliyathnadu. "Building Digital Trust in Healthcare: Empowering Users to Define their Tracking Boundaries." European Journal of Computer Science and Information Technology 13, no. 2 (2025): 22–32. https://doi.org/10.37745/ejcsit.2013/vol13n22232.

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In the increasingly digital world, trust serves as a cornerstone for consumer interaction, particularly in assuring users that they are engaging with legitimate and reliable applications or platforms. This is particularly crucial within the healthcare sector, where transparency is vital throughout the consumer journey—from plan selection and purchase to the delivery of healthcare services. This article delves into the critical role of digital trust and transparency, addressing prevalent concerns and examining the benefits of building trust and maintaining transparency. Furthermore, it explores

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Hillary, Karina Nathalia Sihotang, and Hudrasyah Herry. "Proposed Digital Marketing Strategy Using Existing Customer Journey Analysis Case Study: PT SS." International Journal of Current Science Research and Review 06, no. 03 (2023): 1897–908. https://doi.org/10.5281/zenodo.7704246.

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<strong>ABSTRACT: </strong>PT SS is an Indonesian electricity provider that has been in operation for over 25 years. PT SS has a primary client in the utilities industry. In 2018, the government implemented a regulation that decreased the company's revenue. In order to boost revenue, market penetration must be increased. With digital marketing, the objective is to expand the market to non-utility industries.Currently, the internet serves as a medium for discovering information anywhere and for connecting individuals with one another. In addition to this, it can also be utilized for media m

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Theocharis, Dimitrios, Georgios Tsekouropoulos, Greta Hoxha, and Ioanna Simeli. "Location-Based Moderation in Digital Marketing and E-Commerce: Understanding Gen Z’s Online Buying Behavior for Emerging Tech Products." Journal of Theoretical and Applied Electronic Commerce Research 20, no. 3 (2025): 161. https://doi.org/10.3390/jtaer20030161.

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In an increasingly digitalized marketplace, understanding Generation Z’s (Gen Z) online consumer behavior has become a critical priority, particularly in relation to newly launched technological products. Although online consumer behavior has been widely studied, a gap remains in understanding how the location of the e-shop (domestic vs. international) moderates this behavior. Addressing this gap, the present study adopts a quantitative, cross-sectional design with data from 302 Gen Z participants, using a hybrid sampling method that combines convenience and systematic techniques. A structured

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Basheer, Shakeel, Sheezan Farooq, Murtaza Ahmad Reshi, and Bazillah Farooq. "Adapting to a New Reality Via Digital Innovation Consumer Opinions on the Service Economy." Journal of Multidisciplinary Cases, no. 41 (December 5, 2023): 22–34. http://dx.doi.org/10.55529/jmc.41.22.34.

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The impact of digital innovation on customer experiences in the service industry is examined in this qualitative paper. It discusses the forces behind and those that facilitate digital innovation, highlighting the ways in which mobile apps, artificial intelligence, and data analytics are changing how people interact. Successful implementations are showcased through case studies, and issues like privacy and change management are covered. Emerging technologies like blockchain, IoT, and VR are also covered in this chapter. Emphasis is placed on a customer-centric strategy, which highlights how cr

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Nandy, Mithun, and Soma S. Roy. "Transformation from Traditional to Digital Marketing Communications: A Case Study on Parle-G Brand." ADHYAYAN: A JOURNAL OF MANAGEMENT SCIENCES 12, no. 01 (2022): 51–65. http://dx.doi.org/10.21567/adhyayan.v12i1.7.

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This article has been positioned as a research case. The objective of this study is to capture the journey of Parle-G, a household biscuit brand of India from traditional to digital mode of marketing communication. Four decades i.e. 1982 to 2021 marketing communication journey of Parle-G has been reviewed in this case study. This research case targeted to exemplify adopting innovative methods of marketing communication strategies undertaken by Parle-G to promote its biscuit brand in emerging economies like India. To comply with the contemporary marketing communication, it has been found in the

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Iankovets, Tetiana M. "Digital Marketing and Content Strategy in Creating Impressions of Brands’ Customers." Business Inform 1, no. 552 (2024): 444–54. http://dx.doi.org/10.32983/2222-4459-2024-1-444-454.

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The aim of the article is to substantiate the system and strategic approaches to content marketing as a digital marketing tool, as well as to systematize the stages of content strategy, taking into account the planning of target customer impressions by stages of the consumer journey. The analysis of research by domestic and foreign scientists shows the lack of a system approach to content marketing and content strategy, the limitation of the possibilities of using content marketing, the not taking into account of the stages of the consumer journey in content marketing, the lack of focus on cre

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Arkhipova, N. I., A. L. Abaev, A. G. Golova, and M. T. Gurieva. "Pairing of applicants’ CJM with university profile in digital environment as a management task." E-Management 5, no. 3 (2022): 106–16. http://dx.doi.org/10.26425/2658-3445-2022-5-3-106-116.

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The work is devoted to the application of the Customer Journey Map (CJM) for university applicants and managerial tasks of adapting the profile of the university in the digital environment to the trajectories of the consumer. The author’s definition of the “profile of the university in the digital environment” concept is offered, the analysis of statistical data of university websites is made. The combination of classical studies of applicants’ motivation and factors influencing enrollment in a particular university with modern methods of studying consumer behavior in the digital environment a

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Putra, Aditya Halim Perdana Kusuma. "Learning from the Past Bridging Digital and Physical Markets: A Guidelines for Future Research Agenda of Online-to-Offline (O2O) Marketing Strategy." International Review of Management and Marketing 14, no. 3 (2024): 82–96. http://dx.doi.org/10.32479/irmm.16145.

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This bibliometric study comprehensively analyses the scholarly landscape surrounding Online-to-Offline (O2O) commerce from 2006 to 2023. Through a systematic review of existing literature with a bibliometric analysis approach, this research identifies pivotal themes, methodologies, and findings that characterize the evolution and impact of O2O strategies across various sectors. The study begins by tracing the conceptual foundation of O2O commerce, emphasizing its role in integrating digital and physical consumer experiences in response to the changing dynamics of consumer behaviour and market

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