Template-Type: ReDIF-Article 1.0
Author-Name: Nabil CHERKAOUI
Author-Email: nabil.cherkaoui@isga.ma
Author-Workplace-Name: ENCG, Sidi Mohamed Ben Abdellah University, Fez, Morocco
Author-Name: Youssef EL HASSANI
Author-Email: youssef.elhassani@ligaturemaroc.com
Author-Workplace-Name: ENCG, Sidi Mohamed Ben Abdellah University, Fez, Morocco
Author-Name: Abdelghafour TALIBI
Author-Email: abdelghafour.talibi@isga.ma
Author-Workplace-Name: Higher Institute of Engineering and Business (ISGA), Campus Rabat, Morocco
Title: 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
Keywords: Digital marketing, Customer behavior, Digital culture, Social media, Customer experience, Digital advertising
Journal: International Journal of Accounting, Finance, Auditing, Management and Economics
Pages: 419-436
Volume: 3
Issue: 5-1
Year: 2022
File-URL: https://ijafame.org/index.php/ijafame/article/view/638
File-Format: text/html
File-URL: https://ijafame.org/index.php/ijafame/article/view/638/638
File-Format: application/pdf
Handle: RePEc:aoa:journl:v:3:y:2022:i:5-1:p:419-436