Authors :
Kirankumar. L. N
Volume/Issue :
Volume 8 - 2023, Issue 3 - March
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://bit.ly/3TYuKSA
DOI :
https://doi.org/10.5281/zenodo.7789426
Abstract :
The purpose of this article is to review the most
recent research on these topics in the consumer behavior
and psychology literature to promote further relevant
research. A total of 29 articles on these topics have
appeared in the consumer behavior literature in recent
years, suggesting that they are becoming increasingly
popular in the field of consumer research. The effect of
word of mouth [8], and his Yadav and Pavlous overview
of marketing in the computerized environment
RESEARCH THEMES AND FINDINGS Recent
consumer research on digital marketing and social media
shows five unique research themes. The most widely used
themes are online word-of-mouth , which is discussed in
nearly half of the articles, and advertising, which is
addressed in little over one-fourth of the articles.
EFFECTS OF DIGITAL ENVIRONMENTS The
influence of the digital environment and social networks
on consumer behaviour is a topic that has emerged in
recent years [21-23]. ONLINE WORD OF MOUTH AND
REVIEWS Given the apparent reliance of consumers on
information obtained from socially sourced online
sources, WOM is the most prevalent topic in research on
digital and social marketing
The purpose of this article is to review the most
recent research on these topics in the consumer behavior
and psychology literature to promote further relevant
research. A total of 29 articles on these topics have
appeared in the consumer behavior literature in recent
years, suggesting that they are becoming increasingly
popular in the field of consumer research. The effect of
word of mouth [8], and his Yadav and Pavlous overview
of marketing in the computerized environment
RESEARCH THEMES AND FINDINGS Recent
consumer research on digital marketing and social media
shows five unique research themes. The most widely used
themes are online word-of-mouth , which is discussed in
nearly half of the articles, and advertising, which is
addressed in little over one-fourth of the articles.
EFFECTS OF DIGITAL ENVIRONMENTS The
influence of the digital environment and social networks
on consumer behaviour is a topic that has emerged in
recent years [21-23]. ONLINE WORD OF MOUTH AND
REVIEWS Given the apparent reliance of consumers on
information obtained from socially sourced online
sources, WOM is the most prevalent topic in research on
digital and social marketing
