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Contents Vol 3 (1)

The Impact of Digital Marketing Strategies on Consumer Behavior: A Comprehensive Review

Md Humayun Kabir1*, Saima Sultana2, Md Mofassel Hossain3, Shah Muhammad Ashiqul Islam4

+ Author Affiliations

Business & Social Sciences 3 (1) 1-8 https://doi.org/10.25163/business.3110269

Submitted: 02 March 2025 Revised: 11 May 2025  Published: 13 May 2025 

Abstract

The digital age has revolutionized how businesses engage with consumers, positioning digital marketing strategies at the forefront of modern commerce. This comprehensive review examines the multifaceted impact of digital marketing on consumer behavior, highlighting how platforms such as social media, personalized content, influencer marketing, and search engine optimization shape purchasing decisions. Unlike traditional marketing's one-way communication, digital marketing fosters interactive and immersive experiences, enabling real-time engagement and personalized messaging. The review is structured around four key dimensions: evolving consumer engagement in digital spaces, psychological mechanisms triggered by online advertising, the role of data-driven personalization, and the ethical implications of digital persuasion. Drawing on empirical studies and academic literature, this paper explores how digital strategies influence consumer awareness, decision-making, loyalty, and post-purchase behaviors. Factors like social proof, peer reviews, gamification, and algorithm-driven targeting play critical roles in molding brand perceptions and driving conversions. However, this evolution also introduces challenges such as digital fatigue, privacy concerns, and ethical ambiguity, which may hinder long-term effectiveness. This review offers vital insights for marketers, academics, and policymakers aiming to navigate the digital marketing landscape responsibly. It underscores the necessity for consumer-centric and ethically sound strategies that align with changing consumer expectations. Ultimately, the paper advocates for a balanced approach leveraging digital tools while maintaining transparency, trust, and respect for consumer autonomy.

Keywords: Digital Marketing, Consumer Behavior, Personalization, Social Media Engagement, Online Advertising.

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