The relationship between digital marketing and customer behavior: a literature review

Abstract

Nowadays, smartphones and the development of more Internet products such as social media, websites, and mobile applications, made the digital environment changes rapidly. Customers are affected by the change in the digital environment in which they live, becoming daily users almost worldwide due to the variety and usefulness of internet products. The same is true for companies, which should pursue and execute a digital transformation, if necessary, and develop and implement a new digital marketing strategy.

The goal is always the same: to keep customers satisfied and loyal and get more satisfying behaviors from the new ones. Because of this, we are talking more and more about digital customers as well as digitalized companies.

The age of digital marketing raised an important question: What points should marketers focus on to elaborate relevant digital marketing strategies?

This question has raised the importance of digital marketing issues and related academic research. As a fact, over the past decade, many research works have been conducted to investigate how various aspects of digital marketing affect customer behavior, and more studies are on the way.

This article aims to conduct a narrative literature review of the relevant latest works on several topics or issues and hopefully provide ideas for future work. Four topics will be covered: digital culture, social media, customer experience, and digital advertising. We have chosen those four because we think that they are the most important, and we propose that digital culture and the digital experience are the most important ones.

Keywords: Digital marketing, Customer behavior, Digital culture, Social media, Customer experience, Digital advertising

JEL Classification: M3

Paper type : Theoretical Research