Article Sidebar

Download
PDF
Statistic
Read Counter : 67 Download : 29

Downloads

Download data is not yet available.

Main Article Content

Abstract

This comprehensive literature review explores the multifaceted landscape of digital marketing and consumer engagement. The study examines the evolution of digital marketing strategies, consumer behavior in the digital age, and the challenges and ethical considerations inherent in digital marketing practices. Employing a systematic approach, the research design thoroughly examines scholarly sources to elucidate critical themes and findings. Findings indicate that digital marketing has evolved significantly, offering businesses unparalleled opportunities to engage with consumers across diverse platforms. Search engine optimization (SEO), content marketing, social media marketing, and influencer marketing have become potent tools for enhancing brand visibility and fostering consumer interaction. However, the study also highlights challenges such as algorithmic bias and ethical considerations, emphasizing the importance of transparency and accountability in digital marketing practices. The discussion underscores the critical role of consumer engagement and moral principles in shaping the future landscape of digital marketing. Implications suggest that businesses prioritize ethical best practices and adopt an integrated approach to digital marketing to drive sustainable growth and cultivate enduring relationships with consumers, navigating the evolving digital landscape effectively.

Keywords

Digital Marketing Consumer Engagement Evolution; Challenges Ethical Considerations

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Haris, A. (2023). Digital Marketing and Consumer Engagement: A Systematic Review. Amkop Management Accounting Review (AMAR), 3(2), 75–89. https://doi.org/10.37531/amar.v3i2.1442
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Barwise, P., & Hammond, K. (2009). The Internet and Marketing. Harvard Business Review. https://hbr.org/2009/05/the-internet-and-marketing
  2. Beck, M. (2018). The Ad Fraud Pandemic: How Attackers are Stealing Your Ad Budget. Springer.
  3. Beck, M. (2018). The Ethics of Online Marketing Practices. Journal of Business Ethics, 148(4), 799–813. https://doi.org/10.1007/s10551-016-3075-2
  4. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson Education Limited.
  5. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. Journal of Marketing Management, 35(17–18), 1539–1543. https://doi.org/10.1080/0267257X.2019.1622202
  6. Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345–354. https://doi.org/10.1509/jmkr.43.3.345
  7. Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2020). Revisiting the Unified Theory of Acceptance and Use of Technology (UTAUT): A Meta-Analysis of 23 Years of Research. International Journal of Information Management, 51, 102073. https://doi.org/10.1016/j.ijinfomgt.2019.05.012
  8. Evans, M., & Richardson, A. (2014). The Internet of Things: How the Next Evolution of the Internet is Changing Everything. Cisco Press.
  9. Ghose, A. (2019). Tap: Unlocking the Mobile Economy. The MIT Press.
  10. Ghose, A. (2019). The Future of Digital Marketing. Journal of Advertising Research, 59(1), 1–4. https://doi.org/10.2501/JAR-2019-015
  11. Grewal, D., Roggeveen, A. L., & Nordfält, J. (2020). The Future of Retailing. Journal of Retailing, 96(1), 1–8. https://doi.org/10.1016/j.jretai.2020.02.005
  12. Hernandez, B., Sarabia, F. J., & Sanchez, M. A. (2014). Marketing mix and customer engagement in online and offline retail banking. International Journal of Bank Marketing, 32(5), 399–417. https://doi.org/10.1108/IJBM-10-2013-0116
  13. Hsu, C. L., & Lawrence, J. (2016). Exploring the Impact of Social Media on Luxury Brand Perception. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
  14. Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
  15. Kumar, V., & Reinartz, W. (2016). Customer Lifetime Value: The Path to Profitability. Now Publishers Inc.
  16. Kumar, V., & Venkatesan, R. (2018). Creating an Omni-Channel Marketing Strategy. MIT Sloan Management Review, 59(2), 33–39. https://sloanreview.mit.edu/article/creating-an-omnichannel-marketing-strategy/
  17. Li, H., Li, J., Wu, C., & Liu, Y. (2019). A Review of Digital Marketing in the Context of Omnichannel Retailing. Journal of Retailing and Consumer Services, 49, 234–246. https://doi.org/10.1016/j.jretconser.2019.03.011
  18. Martínek, Z., Charvát, M., Stříteský, V., & Žižlavský, O. (2021). Consumer–Brand Engagement in Social Media: A Review of Current Research. Journal of Marketing Communications, 27(1), 104–123. https://doi.org/10.1080/13527266.2020.1868007
  19. Meyer, J. (2018). The Ethics of Social Research in Digital Societies: Emerging Contexts and New Forms of Data. Springer.
  20. Mittelstadt, B. D., Allo, P., Taddeo, M., Wachter, S., & Floridi, L. (2019). The Ethics of Algorithms: Mapping the Debate. Big Data & Society, 6(2), 205395171667967. https://doi.org/10.1177/2053951716679679
  21. Mollen, A., & Wilson, H. (2010). Engagement, Telepresence, and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives. Journal of Business Research, 63(9–10), 919–925. https://doi.org/10.1016/j.jbusres.2009.05.014
  22. Noble, S. U. (2018). Algorithms of Oppression: How Search Engines Reinforce Racism. NYU Press.
  23. Pulizzi, J., & Barrett, N. (2015). Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses. McGraw Hill Professional.
  24. Rosado-Pinto, J. (2020). Consumer Engagement: Conceptualization and Frameworks – A Systematic Literature Review. International Journal of Advertising, 39(6), 887–914. https://doi.org/10.1080/02650487.2020.1767911
  25. Saikia, R. (2023). Social Network Sites: Understanding Digital Consumer Engagement Through Social Identity Theory. Journal of Research in Interactive Marketing, 17(1), 31–55. https://doi.org/10.1108/JRIM-07-2021-0155
  26. Smith, A. N., Fischer, E., & Yongjian, C. (2015). How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 32, 26–27. https://doi.org/10.1016/j.intmar.2015.03.003
  27. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
  28. Zhang, J., Li, X., Chen, Y., & Zhang, S. (2014). Identifying the Influence of Online Reviews on Purchase Decision: Evidence from TripAdvisor.com. Decision Support Systems, 67, 46–53. https://doi.org/10.1016/j.dss.2014.08.002