Impact of Digital Marketing on Customer Buying Intention: A Glimpse of Existing Literature
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Date
2023-06-13
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DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,
Abstract
Purpose: This systematic literature review examines the overall impact of digital marketing on consumer buying intention.
Methodology: The review analyzes 30 research papers that investigate the relationship between digital marketing and consumer behavior.
Findings: The findings suggest that digital marketing positively influences consumer buying intention, as it allows for better targeting, personalization, and engagement with customers. The review also identifies key factors that moderate the impact of digital marketing on consumer behavior, such as brand equity, perceived value, and customer relationship management.
Originality: Unlike a traditional review paper this study classifies sample articles based on several parameters and depicts a graphical presentation of the findings to cover research gaps, avenues, evolving themes.