systematic review between consumer behavior and digital marketing.

Abstract

This article is about exploring the relationship between consumer behavior and digital marketing in the United States during the periods from 2021 to 2023. For this purpose, a systemic review was conducted using the prism method where 20 research studies published in the Scopus and Web of Science databases were selected. The review revealed that there is a significant relationship between consumer behavior and digital marketing since some global events such as the pandemic have shown that there is a need to raise, adapt and execute marketing strategies in relation to these changes in consumer preferences, highlighting a rational and logical message that connects with them. The influence of online visual presence and gamification strategies in push notifications are relevant to understand customer interests. Therefore, an effective strategy should be using indicators such as likelihood to purchase and user generated impact (UGC). In conclusion, this study provides a comprehensive view of the relationship between digital marketing and consumer behavior that can be useful for future research.