Digital And Social Media Marketing’s Impact on Consumer Behaviour


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

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