2025, Vol. 6, Issue 2, Part K
The influence of social media and digital marketing on online consumer behavior: A literature review
Author(s): Narasimhamurthi DT, Hemalatha J and Satish kumar K
Abstract: The current literature review is a critical analysis of how social media and digital marketing affect online consumer behavior by synthesizing the results of scholarly articles, industry reports, and bibliometric analyses published in the last ten years. The review outlines that the area of business and management is the largest area of research with input on business science, management, social sciences, computer science, economics and decision sciences and hence the interdisciplinary nature of the area. The publication trends analysis shows that after 2020, the number of articles about the topic increased drastically, which is due to the accelerated digital transformation of the shift going on at a very high pace due to technological progress and the COVID-19 pandemic. On the country level, the production is higher in China and the United States, and others are increasingly becoming engaged. The co-authorship and density visualization indicate that the research networks are fragmented based on small clusters in which collaboration across the world was limited, whereas citation mapping reveals that Dwivedi (2021) [11], Felix (2017) [4], and Jacobson (2020) [6] are significant works that anchor the discourse. The concept of the key-word co-occurrence analysis shows two prevailing research directions: technology-driven marketing activities (e.g., artificial intelligence, content marketing, SEO), and consumer-based behavioral reactions (e.g., engagement, trust, purchase intention). The review finds that the digital marketing techniques like influencer marketing and personalized advertising can successfully influence the perceptions of the consumers; however, the area needs more incorporation of the behavioral, technological, and ethical points of view. Future studies must concentrate on interdisciplinary co-operation, longitudinal studies, and other previously under-examined challenges like sustainability, privacy and health. To practitioners, the results highlight the need to focus on personalization, influencer collaboration, AI-supported analytics, and nimble response to platform changes to maintain competitive edges in a fast-moving digital market environment.
DOI: 10.22271/27084515.2025.v6.i2k.781
Pages: 971-979 | Views: 124 | Downloads: 38
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How to cite this article:
Narasimhamurthi DT, Hemalatha J, Satish kumar K. The influence of social media and digital marketing on online consumer behavior: A literature review. Asian J Manage Commerce 2025;6(2):971-979. DOI: 10.22271/27084515.2025.v6.i2k.781
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