Review

The Role of Digital Marketing in Online Shopping: A

Bibliometric Analysis for Decoding Consumer Behavior
Natália Figueiredo 1,2, * , Bruno M. Ferreira 2 , José Luís Abrantes 2 and Luis F. Martinez 3

1 NECE—Research Center for Business Sciences, University of Beira Interior, 6200-209 Covilhã, Portugal
2 Research Center in Digital Services (CISeD), Higher School of Technology and Management of Viseu,
Polytechnic Institute of Viseu, 3504-510 Viseu, Portugal; [email protected] (B.M.F.);
[email protected] (J.L.A.)
3 Nova School of Business and Economics, Universidade Nova de Lisboa, 2775-405 Carcavelos, Portugal;
[email protected]
* Correspondence: [email protected]

Abstract: Over the past two decades, digital evolution has radically transformed how
consumers interact with brands and purchases. Highly informed consumers actively seek
news, knowledge, and inspiration and often interact with multiple touchpoints over an
extended period before purchasing. Thus, companies face diverse and complex challenges
in engaging with and retaining consumers in virtual contexts. This systematic literature
review aims to understand what influences consumer behavior, that is, the impact of digital
marketing on online shopping. Based on Web of Science database articles, bibliometric
analysis was used to verify the state-of-the-art of digital marketing in consumer behavior
topics. This study systematizes the existing literature into six themes: (1) Digital Consumer
Behavior and E-Commerce Dynamics; (2) Engagement Strategies in a Virtual Environment;
(3) Factors Influencing Online Consumer Decisions and Digital Strategies; (4) E-Commerce
in the Era of Social and Technological Change; (5) Innovative Approaches to Digital Con-
sumer Engagement; and (6) Digital Transformation and Cross-Channel Shopping Behavior.
The results provide insights and help to develop a more profound understanding of this
theme. An agenda for further research is presented based on the existing literature.

Academic Editor: Carla Ruiz Mafe Keywords: bibliometric analysis; marketing; consumer; online shopping; digital marketing;
systematic literature review
Received: 5 October 2024
Revised: 27 November 2024
Accepted: 31 January 2025
Published: 7 February 2025

Citation: Figueiredo, N.; Ferreira,

1. Introduction
B.M.; Abrantes, J.L.; Martinez, L.F. The Over the last two decades, digital evolution has radically transformed how consumers
Role of Digital Marketing in Online interact with brands and make purchases [1]. This digital transformation was already
Shopping: A Bibliometric Analysis for
underway when the COVID-19 pandemic further accelerated the online shift. The social
Decoding Consumer Behavior. J. Theor.
isolation imposed by the pandemic forced consumers to adopt and intensify the use of
Appl. Electron. Commer. Res. 2025, 20,
25. https://doi.org/10.3390/ digital platforms for shopping, entertainment, and communication [2]. As e-commerce
jtaer20010025 has evolved in sophistication and reach, consumers have sought increasingly personalized,
interactive, and immersive shopping experiences, challenging brands to adapt their mar-
Copyright: © 2025 by the authors.
Licensee MDPI, Basel, Switzerland. keting and communication strategies to meet growing user expectations [3,4]. Therefore,
This article is an open access article the widespread adoption of mobile technologies and the growth of e-commerce have led to
distributed under the terms and the evolution of consumer behavior in the digital environment [5,6].
conditions of the Creative Commons E-commerce has revolutionized how consumers search for and consume product
Attribution (CC BY) license
information [6]. Thus, as consumers become increasingly informed and demanding, the
(https://creativecommons.org/
licenses/by/4.0/).

J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 https://doi.org/10.3390/jtaer20010025

J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 2 of 21

purchasing journey becomes more complex and multifaceted, encompassing various chan-
nels and devices [5]. Consumers actively seek novelty, knowledge, and inspiration through
multiple interactions over time to make informed purchasing decisions [5].
Understanding consumer behavior is essential for companies and brands [5]. The
proliferation of mobile and social platforms has forced them to develop technological
innovations to improve customer communication [4]. Mobile technologies offer interactivity
and instantaneity and dynamically alter consumers’ purchasing objectives by influencing
their motivations in real time [6]. According to Luo [7], social behavior on digital platforms
has started influencing purchasing decisions directly, requiring companies to adapt their
digital marketing strategies to capitalize on these changes. In this context, electronic
word-of-mouth (eWOM) has emerged as one of the most influential forms of online social
interaction, affecting brand perceptions, purchase intentions, and consumer behavior in
all age groups [8]. This “social proof” phenomenon suggests that online reviews and
recommendations from trusted friends and contacts are more effective than the marketing
strategies used by companies [5,9,10]. Another phenomenon that has emerged is “herd
behavior”, in which consumers tend to follow the actions of others, especially in times of
uncertainty [2]. Companies must carefully manage their presence in the digital environment
by leveraging positive reviews and feedback to increase consumer trust and improve their
sales performance [7].
People buy and consume more online [3]. Thus, the increasing use of advanced
technologies such as augmented reality (AR) and virtual reality (VR) has enabled richer
shopping experiences, expanding the possibilities of sensorial and emotional involvement
of consumers in the online environment [1,3]. With the integration of sensory information
on e-commerce platforms, consumers become more confident in their choices, which
increases their likelihood of purchasing [3]. In parallel, personalizing shopping experiences
and considering consumers’ emotions and unique needs is essential for building long-term
relationships and increasing brand loyalty [11,12].
In a scenario where competition is intense and consumers are more informed and
connected than ever, understanding the intrinsic and extrinsic motivations that influence
purchasing decisions has become crucial [13,14]. Pappas et al. [11] find that emotions
influence consumers’ purchasing intentions to use personalized e-commerce platforms.
Therefore, companies must reinforce the quality and quantity of information websites
to capture consumer attention and interest [13,15], and sensory interactions should be
addressed [3]. Companies must then develop and access tools and technologies to offer
richer online experiences to consumers [3]. Companies use strategies such as “Behavioral
targeting” [14] and the inclusion of sensory information [3] to influence consumers. This
allows for more personalized interactions with consumers, providing, for example, digital
advertisements based on online behavior, namely, research and purchases [14], which
makes consumers more confident and secure in their choices [3].
Studies on the impact of digital marketing on online consumer choice have increased
in recent years, leading to a deeper understanding of this subject. Existing Systematic
Literature Reviews (SLRs) have contributed to the concept and development of this area.
As expected, given the importance of the theme, this research found multiple SLRs about
the subject. Some are very recent, such as the SLR developed by Léon-Alberca et al. [16],
which analyzed the impact of digital marketing, more specifically, the use of Instagram, or
the SLR of Nuseir et al. [17], which, although they analyzed digital marketing strategies
and tools and the role played by these in various marketing activities or areas, do not resort
to a bibliometric analysis, not allowing us to verify which areas of research are significant.
In this sense, no SLR has investigated the impact of digital marketing on consumers’ online
purchasing behavior more broadly. This systematic approach contributes to the literature
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 3 of 21

by mapping more streams, areas, contributions, and locations associated with the effects of
digital marketing on consumer behavior. SLR also provides a comprehensive framework
for understanding the process and impact of digital marketing on online consumer behavior.
This framework illustrates how identified thematic groups are interrelated. The results of
SLR can inform companies, consumers, researchers, and agents interested in understanding
the impact of digital marketing.
This research also responds to a gap pointed out by Wagner et al. [18], indicating the
need for more studies [16] to fully understand how consumers are impacted by digital
marketing and how it influences their purchasing decisions.
The SLR formulated the following research questions (RQ):
RQ1: What is the impact of digital marketing on online purchases made by consumers?
RQ2: What are the main research themes on the impact of digital marketing on online shopping?
This study is structured as follows: it begins with a comprehensive literature review on
the topic under analysis; next, the frameworks of the materials and methods are introduced.
The results, conceptual framework, and discussion, grounded in a bibliometric analysis,
offer valuable insights into the current state of knowledge in the field. Finally, the study
concludes with the key findings and proposes a future research agenda.

2. Methods
The use of Systematic Literature Reviews (SLRs) in various disciplines and research
areas has increased significantly in recent years [19]. This methodology is based on rigorous
and previously defined procedures, allowing an in-depth analysis of knowledge, minimiz-
ing possible biases, and ensuring the replicability of the results [19,20]. Considering the
advantages of this methodology, this study develops an SLR to investigate the impact of
digital marketing on consumers’ online purchasing behavior. To this end, it was based
on representative articles available in the Web of Science database, as it is a multidisci-
plinary, comprehensive, and high-quality source, guaranteeing the validity of the articles
analyzed [21]. The researchers used essential concepts and Boolean operators to collect raw
data. A search by topics was conducted in the WoS Core Collection (WoS) with no time
restriction, using the following keywords: “digital marketing” AND “online shop*” AND
“consumer”, and it was carried out on 19 August 2024. The truncation (‘*’) was used to
cover all fitting terms, allowing us to restrict the scope to articles that specifically address
the defined words and their derivations. The filters were “type of document”—articles—
and “language”—English—without temporal restrictions. The search yielded 251 articles,
which was reduced to 191 after applying the abovementioned filters. The research protocol
is illustrated in Figure 1.
This study employs a bibliometric analysis methodology that consists of a quantitative
method that uses bibliographic data to analyze and map the development of a given area of
research [22]. Bibliometric techniques enhance the advancement of scientific knowledge by
thoroughly examining and analyzing the underlying factors of bibliographic phenomena
associated with scientific inquiry [23]. In this specific case, the aim is to collect and analyze
bibliographic data, such as publication records and citation data, to identify the main
themes, concepts, and research gaps in consumers’ online purchasing behavior in the digital
era. In this context, 191 articles were submitted to VOSviewer, version 1.6.13 software, to
obtain different bibliometric analyses [24], allowing the mapping and processing of articles
with reliability and suitability [25].
J. Theor. Appl. Electron. Commer. Res. 2025, 20, x FOR PEER REVIEW 4 of 24
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 4 of 21

Figure 1. Research protocol.

This study
Figure 1. Research developed several complementary bibliometric analyses to obtain a com-
protocol.
prehensive view of the evolution of the literature and the different dynamics of the topic
This
understudy employs
analysis, a bibliometric
namely, analysis methodology
the bibliographic coupling ofthat consists of
documents and a quantita-
the analysis of the
tive method that usesofbibliographic
co-occurrence keywords [26].data to analyze and map the development of a given
area of research [22]. Bibliometric
Bibliographic techniques
coupling involves enhance
grouping the advancement
articles based on theof scientificthey share,
references
knowledge by thoroughly examining and analyzing the underlying factors
allowing the identification of emerging search networks and the connection of biblio- between
graphic phenomena
studies [27]. associated with scientific inquiry [23]. In this specific case, the aim is
to collect and analyze bibliographic data, such as publication records and citation data, to
Keyword co-occurrence analysis focuses on the relationships between the most fre-
identify the main themes, concepts, and research gaps in consumers’ online purchasing
quently used terms in the literature, revealing the conceptual structure of the field, and
behavior in the digital era. In this context, 191 articles were submitted to VOSviewer, ver-
highlighting the central themes and areas of intersection [25]. Together, these techniques
sion 1.6.13 software, to obtain different bibliometric analyses [24], allowing the mapping
provide an in-depth understanding of the dynamics of knowledge and trends that shape
and processing of articles with reliability and suitability [25].
scientific development in specific areas of study [26], in this case, the evolution and analysis
This study developed several complementary bibliometric analyses to obtain a com-
of consumer
prehensive view of purchasing
the evolutionbehavior in the digital
of the literature and the era.
different dynamics of the topic
under analysis, namely, the bibliographic coupling of documents and the analysis of the
3. Results
co-occurrence of keywords [26].
3.1. Descriptive
Bibliographic Analysis
coupling involves grouping articles based on the references they share,
allowing the identification
Figure 2 shows oftheemerging
evolutionsearch
of thenetworks
numberand the connection
of publications and between stud-
citations of 191 articles
ies [27].
obtained from the WoS database. This information considers the period between 2003 and
Keyword co-occurrence
2024, with analysis
the same yearly focuses onItthe
information. relationships
is possible between
to verify the number
that the most fre-of citations
quentlyhas evolved over the years, reaching its maximum in 2023 with 750 citations, and
used terms in the literature, revealing the conceptual structure of the field, and in 2024, it
highlighting the central themes and areas of intersection [25]. Together, these techniques
already has approximately 542 citations. Regarding the number of publications, it was also
provide an in-depth understanding of the dynamics of knowledge and trends that shape
in 2023 that it reached its maximum of 45 publications, and in 2024, there will be around
scientific development in specific areas of study [26], in this case, the evolution and anal-
17 new publications in the area. These data demonstrate the relevance and importance of
ysis of consumer purchasing behavior in the digital era.
this research area.
3. ResultsOf the 191 articles analyzed, 49 (25.65%) had no citations, and 121 (63.35%) had less than
ten citations. This happens because they are very recent articles, and of these, 102 articles were
3.1. Descriptive Analysis
published between 2020 and 2024. The first study identified was developed by Baye et al. [28]
and examines the value of information to consumers in online electronic marketplaces. This
study investigates how the availability of online information, such as price comparisons
and product reviews, affects consumer purchasing behavior and competition among sellers.
 cles obtained from the WoS database. This information considers the period between 2003
and 2024, with the same yearly information. It is possible to verify that the number of
citations has evolved over the years, reaching its maximum in 2023 with 750 citations, and
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25
in 2024, it already has approximately 542 citations. Regarding the number of publications,5 of 21
it was also in 2023 that it reached its maximum of 45 publications, and in 2024, there will
be around 17 new publications in the area. These data demonstrate the relevance and im-
The most cited article by Amblee and Bui [9] studied the effect of electronic word-of-mouth
portance of this research area.
(eWOM) communication among a closed community of book readers.

Figure 2. Evolution of the number of publications/citations.

Figure 2. Evolution of the number of publications/citations.

Of the
The 191 articlesofanalyzed,
distribution 49 (25.65%)
articles by country had
andno citations,
region and 121
is shown in(63.35%) hadItless
Figure 3. can be
than ten citations. This happens because they are very recent articles, and of these,
observed that the USA is the leading publishing country, accounting for 23.35% (46 articles), 102
articles were published between 2020 and 2024. The first study identified was developed
J. Theor. Appl. Electron. Commer. Res.followed by India
2025, 20, x FOR with 13.71% (27 articles), the People’s Republic of China with
PEER REVIEW 6 of10.15%
24
by Baye et al. [28] and examines the value of information to consumers in online electronic
(20 articles), and England with 9.61% (19 articles).
marketplaces. This study investigates how the availability of online information, such as
price comparisons and product reviews, affects consumer purchasing behavior and com-
petition among sellers. The most cited article by Amblee and Bui [9] studied the effect of
electronic word-of-mouth (eWOM) communication among a closed community of book
readers.
The distribution of articles by country and region is shown in Figure 3. It can be ob-
served that the USA is the leading publishing country, accounting for 23.35% (46 articles),
followed by India with 13.71% (27 articles), the People’s Republic of China with 10.15%
(20 articles), and England with 9.61% (19 articles).

Figure3.3.Number
Figure Numberof
ofarticles
articles by
by country/region.
country/region.

Figure44shows
Figure showsthe
the leading
leading journals
journalsthat
thatcontributed
contributedtotothis theme.
this theme.
The Journal of Retailing and Consumer Services is the journal that contributes the most
9 to the analysis of the topic, with approximately eight published papers and 348 citations

8 (WoS Core Collection). Subsequently, the International Journal of Retail & Distribution
Management and Sustainability appeared with six papers each and 244 and 27 citations,
7
respectively. Cogent Business & Management has five papers with nine citations, and
6

3
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 6 of 21

Pacific Business Review International has four with 17 citations. This study also has
Figure 3. Number of articles by country/region.
5 journals with three papers, 23 with two papers, and the remaining articles are distributed
over 101 journals, one per journal.
Figure 4 shows the leading journals that contributed to this theme.

Figure 4. Prominent journals in the field.

Figure 4. Prominent journals in the field.

The distribution of articles by research area is shown in Figure 5. There was a con-
centration of articles in the areas of Business (45.69%), Management (21.32%), Economics
(8.12%), and Computer Science Information Systems (7.11%).
Table 1 presents the ten most cited articles, showing that these works were published
in several journals and covered qualitative and quantitative analyses. Considering that
consumer behavior has evolved, qualitative analyses reinforce the validity and depth of
the results. Quantitative studies are becoming increasingly common in responding to the
need to understand and clarify specific phenomena [29].
 5 journals with three papers, 23 with two papers, and the remaining articles are distrib-
uted over 101 journals, one per journal.
The distribution of articles by research area is shown in Figure 5. There was a con-
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 7 of 21
centration of articles in the areas of Business (45.69%), Management (21.32%), Economics
(8.12%), and Computer Science Information Systems (7.11%).

Figure5.5.Main
Figure Mainresearch
research areas.
areas.

Table 1 presents the ten most cited articles, showing that these works were published
Table 1. Top journals
in several 10 most cited
and articles.
covered qualitative and quantitative analyses. Considering that
Article
consumer
Authors
behavior has Journal
evolved, qualitative analyses reinforce the validity and
Total Citations (in WoS Core Collection)
depth of
Methodology
Harnessing the Influence of
the results. Quantitative studies are becoming increasingly common in responding to the
Social Proof in Online Shopping: need to understand and clarify
International specific
Journal of phenomena [29].
The Effect of Electronic Word of Amblee & Bui [9] 299 Quantitative analysis
Electronic Commerce
Mouth on Sales of Digital
Microproducts Table 1. Top 10 most cited articles.
Digital Sensory Marketing:
Integrating New Technologies Journal of Interactive
Into Multisensory Online
Petit et al. [3]
Marketing Total Citations
240 (in Qualitative analysis
Article Authors Journal Methodology
Experience WoS Core Collection)
Mobile Shopper Marketing: Key
Harnessing the Influence ofShankar
Socialet al. [6] Journal of Interactive
Issues, Current Insights, and 187 Qualitative analysis
Marketing
Future Research Avenues
Proof in Online Shopping: The Ef- Amblee & Bui International Journal of
Effects of perceived interactivity
Quantitative anal-
299
fect of Electronic
of augmented reality on Word of Mouth
Park & Yoo [1] [9] Electronic
Journal Commerce
of Retailing and
160 ysis
Quantitative analysis
consumer responses: A mental Consumer Services
on Sales of
imagery perspectiveDigital Microproducts
Consumer attitudes and
Journal of Fashion Marketing
communication in a circular Vehmas et al. [30] 125 Qualitative analysis
and Management
fashion
Online shopping adoption
during COVID-19 and social Journal of Retailing and
Erjavec & Manfreda [2] 107 Quantitative analysis
isolation: Extending the UTAUT Consumer Services
model with herd behavior
The path-to-purchase is paved
with digital opportunities: An Technological Forecasting and
Willems et al. [31] 97 Qualitative analysis
inventory of shopper-oriented Social Change
retail technologies
Online retailing across
e-channels and e-channel
touchpoints: Empirical studies of
Wagner et al. [18] Journal of Business Research 95 Quantitative analysis
consumer behavior in the
multichannel e-commerce
environment
Understanding how Millennial
shoppers decide what to buy International Journal of Retail
Hall et al. [5] 94 Quantitative analysis
Digitally connected unseen & Distribution Management
journeys
An Audience of One:
Behaviorally Targeted Ads as Summers et al. [14] Journal of Consumer Research 89 Quantitative analysis
Implied Social Labels
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 8 of 21

3.2. Bibliometric Analysis

This study uses keyword co-occurrence and Bibliographic Coupling as bibliometric
analysis techniques to provide a comprehensive and integrated view of the various dimen-
sions of this research area. Thus, all bibliometric analyses were developed using VOSviewer
software, version 1.6.13 [25].

3.2.1. Keyword Co-Occurrence

As previously mentioned, keyword co-occurrence analysis focuses on the relationships
between the most frequent terms used in the literature, delving deeper into and highlighting
the central themes of a specific area. This analysis allowed us to identify the most critical
concepts in consumer purchasing behavior in the digital era, as shown in Figure 6. The
five main keywords used in the articles were “impact” (38 occurrences), “e-commerce”
(36 occurrences), “digital marketing” (32 occurrences), “behavior” (29 occurrences), and
“online”
J. Theor. Appl. Electron. (25
Commer. Res.occurrences). Analyzing
2025, 20, x FOR PEER REVIEW the figure makes it possible to identify the six main 9 of 24
groups of keywords through the co-occurrence analysis of articles on the topic.

Figure
Figure 6. Networks of 6. Networksbased
keywords of keywords based on co-occurrence.
on co-occurrence.

Cluster21%
Cluster 1, grouping 1, grouping 21% of theanalyzed.
of the keywords keywords The
analyzed. The main keyword,
main keyword, due to itsdue to its
more
more significant significant
number number of co-occurrences,
of co-occurrences, is “e-commerce”.
is “e-commerce”. Cluster 2 20%
Cluster 2 presents presents
of 20% of
the keywords, and the keyword with the most significant number
the keywords, and the keyword with the most significant number of co-occurrences is of co-occurrences is
“behavior”.
“behavior”. Cluster 3 groupsCluster
18% of3 the
groups 18% of
keywords the keywords
analyzed. The mainanalyzed.
keyword The main keyword is
is “online”.
“online”. Cluster 4 groups 15% of the keywords analyzed, and the
Cluster 4 groups 15% of the keywords analyzed, and the main keyword is “consumers”. main keyword is “con-
Cluster 5 groups 15% of the keywords analyzed. The main keyword is “social media”.is “socia
sumers”. Cluster 5 groups 15% of the keywords analyzed. The main keyword
media”. Cluster 6 grouped 10% of the keywords analyzed. The main keyword is “impact”
Cluster 6 grouped 10% of the keywords analyzed. The main keyword is “impact”.
Table 2 presents the main keywords associated with the six clusters, and each cluster
Table 2 presents the main keywords associated with the six clusters, and each cluster
was named with the keyword with the most co-occurrences.
was named with the keyword with the most co-occurrences.
Table 2. Clusters of keywords.

Cluster
Color Cluster Name Main Keywords
Number
Attitude, consumer behavior, customer engagement, customers, digital
economy, digital marketing, e-commerce, engagement, framework,
1 Red E-commerce
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 9 of 21

Table 2. Clusters of keywords.

Cluster Number Color Cluster Name Main Keywords

Attitude, consumer behavior, customer engagement, customers, digital
economy, digital marketing, e-commerce, engagement, framework,
1 Red E-commerce
innovation, management, marketing, online shopping behavior,
perceptions, technology
Antecedents, behavior, consumer perceptions, COVID-19, information
J. Theor. Appl. Electron. Commer. Res. 2025, 20, x FOR PEER REVIEW technology, intentions, online shopping, perceived ease, purchase 10 intention,
of 24
2 Green Behavior
quality, technology acceptance model, unified theory, user acceptance,
word-of-mouth
Brand, determinants, digital transformation, experience, information,
3 Blue Online
internet, markets, model, online, product, retail, retailing, search
Age, consumer, consumption, fashion,
Acceptance, gender,
adoption, commerce,generation y, loyalty,
consumer behavior, market,
consumers, ewom,
45 Purple BlackSocial media Consumers
media, satisfaction, socialgender
media differences, intention, social commerce, social networks, trust
Age, consumer, consumption, fashion, gender, generation y, loyalty, market,
5 Purple Social media
Customer Customer satisfaction, decision-making, impact,
media, satisfaction, social media moderating role, perceived
6 Yellow Customer satisfaction, decision-making, impact, moderating role, perceived
6 Yellowsatisfaction value, service
Customer quality, utilitarian
satisfaction
value, service quality, utilitarian

Figure 7 shows that the most influential keywords emerged between 2019 and 2022,
Figure 7 shows
demonstrating the that theoriginality
topic’s most influential keywordsThe
and relevance. emerged between
keywords that2019
stoodand 2022,
out demon-
in 2019
strating the topic’s
were “model” andoriginality and
“internet”. Inrelevance. The keywords
2020, the most that
cited words stood
were out inmarketing”
“digital 2019 were “model”
and
and “internet”. In 2020, the most cited words were “digital marketing” and “e-commerce”;
“e-commerce”; in 2021, it was “online” and “trust”. The most recent words, in 2022, show in 2021,
it an
wasinterest
“online” and “trust”. The
in understanding most
the recent
impact words,marketing
of digital in 2022, show an interest
on online in understanding
shopping, with the
themost citedofwords
impact digitalbeing “impact”
marketing and “satisfaction”.
on online shopping, with the most cited words being “impact”
and “satisfaction”.

Figure7.7.Evolution
Figure Evolutionof
ofkeyword
keyword networks
networks based
basedon
onco-occurrence.
co-occurrence.

3.2.2.
3.2.2.Bibliographic
BibliographicCoupling Documents
Coupling of Documents
The
Thebibliographic
bibliographic coupling techniquewas
coupling technique wasused
usedtotoidentify
identify trends
trends in in
thethe literature
literature
regarding
regardingthethe impact
impact ofofdigital
digitalmarketing
marketing on consumer
on consumer behavior
behavior in online
in online shopping.
shopping. Re-
search ononthis
Research topic
this was
topic was divided intointo
divided clusters based
clusters on the
based onbibliographic coupling
the bibliographic of 191 of
coupling
articles.
191 The The
articles. analysis unit is
analysis considered
unit “documents,”
is considered with a minimum
“documents”, of seven docu-
with a minimum of seven
ments in each cluster, resulting in 75 papers divided into six clusters
documents in each cluster, resulting in 75 papers divided into six clusters (see Figure (see Figure 8, 8,
VOSvieweroutput).
VOSviewer output).
 J. Theor. Appl. Electron. Commer. Res. 2025, 20, x FOR PEER REVIEW 11 of 24
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 10 of 21

Figure 8. Network of documents based on bibliographic coupling analysis.

Figure 8. Network of documents based on bibliographic coupling analysis.

The six clusters formed, revealing distinct characteristics in size (number of articles),
The six clusters formed, revealing distinct characteristics in size (number of articles),
influence (total article citations), and research focus, confirmed the wide range of themes
influence
in this(total
area ofarticle citations),
investigation. Theand research
clusters are asfocus, confirmed
follows: (1) Digitalthe wide range
Consumer of themes in
Behavior
this area of investigation. The clusters are as follows: (1) Digital
and E-Commerce Dynamics, (2) Engagement Strategies in a Virtual Environment, (3) Fac- Consumer Behavior and
E-Commerce Dynamics,
tors Influencing Consumer (2)Decisions
Engagement Strategies
and Digital in a(4)
Strategies, Virtual Environment,
E-Commerce (3) Factors
in the Era of
Social and
Influencing Technological
Consumer Change,
Decisions and (5)Digital
Innovative Approaches
Strategies, to Digital Consumer
(4) E-Commerce En- of Social
in the Era
gagement, and (6) Digital Transformation and Cross-Channel Shopping Behavior.
and Technological Change, (5) Innovative Approaches to Digital Consumer Engagement,
Cluster 1—Digital Consumer Behavior and E-Commerce Dynamics
and (6) Digital Transformation and Cross-Channel Shopping Behavior.
Cluster 1, highlighted in red in Figure 8, comprises 15 articles. Cluster 1 contains the
Cluster
first article1—Digital Consumer
on the analyzed topic and Behavior and
three of the tenE-Commerce Dynamics
most cited articles. This cluster offers
aCluster 1, highlightedofin
deeper understanding thered in Figure
dynamics 8, comprises
of e-commerce and15 articles.interactions
consumer Cluster 1with
contains the
first article on the analyzed topic and three of the ten most cited articles. This cluster offers
digital platforms.
a deeperConsumers
understanding often rely on online
of the dynamicsinformation to make informed
of e-commerce and conscious
and consumer pur-
interactions with
chasing decisions [28]. However, as highlighted by Hall et al. [5], each customer has
digital platforms.
unique experiences and expectations, making the purchasing process highly variable in
Consumers often rely on online information to make informed and conscious pur-
duration and influencing different touchpoints utilizing various media and platforms.
chasing
Mobiledecisions
devices are[28]. However,
platforms as highlighted
that transform purchasingby Hall etallowing
behavior, al. [5],consumers
each customer
to has
uniqueshop experiences
anytime andand expectations,
anywhere makingsignificant
[6]. This presents the purchasing
challengesprocess highly variable in
and opportunities
for companies
duration because digital
and influencing marketing
different strategies become
touchpoints crucial
utilizing in influencing
various mediathe con-
and platforms.
Mobile devices are platforms that transform purchasing behavior, allowingrec-
sumer at every stage of the buying journey, from the initial trigger to post-purchase consumers
ommendations [6].
to shop anytime and anywhere [6]. This presents significant challenges and opportuni-
Specifically, millennials face a complex and nonlinear purchasing journey, where
ties for companies because digital marketing strategies become crucial in influencing the
digital influences such as social media, product reviews, and personalized recommenda-
consumer at every
tions play stageroles
fundamental of the
[5].buying journey, seeks
This demographic fromtothe initial
validate trigger to
consumers’ post-purchase
purchas-
recommendations
ing decisions in [6].both online social networks and offline interactions, demonstrating the
significant
Specifically, impact of other consumers’
millennials face a complex opinions.
and Therefore,
nonlinearreviews and recommenda-
purchasing journey, where digi-
tions from other users can decisively influence purchasing decisions,
tal influences such as social media, product reviews, and personalized recommendations positively or nega-
tively affecting sales [9]. This phenomenon is related to the concept of eWOM (electronic
play fundamental roles [5]. This demographic seeks to validate consumers’ purchasing
word of mouth), which, according to Amblee & Bui [9], is a powerful digital marketing
decisions in both online social networks and offline interactions, demonstrating the signifi-
cant impact of other consumers’ opinions. Therefore, reviews and recommendations from
other users can decisively influence purchasing decisions, positively or negatively affecting
sales [9]. This phenomenon is related to the concept of eWOM (electronic word of mouth),
which, according to Amblee & Bui [9], is a powerful digital marketing tool that companies
should consider to optimize their sales strategies, improve product and brand reputation,
and even promote complementary goods.
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 11 of 21

Another critical point is how the online information is presented. Transparency

benefits consumers, especially regarding pricing and ease of access to information and
platforms [28]. According to Ho et al. [32], strategies such as online cashback programs have
the potential to influence consumer behavior significantly. Such programs are perceived as
financial incentives that reduce the perceived cost of products, increase the likelihood of
repeat purchases, and foster customer loyalty [32].
Table 3 presents the five most co-cited authors in cluster one.

Table 3. The top five authors of Cluster 1.

Article Authors Journal Total Citations (in WoS Core Collection) Methodology
Harnessing the Influence of Social
Proof in Online Shopping: The International Journal of
Amblee & Bui [9] 299 Quantitative analysis
Effect of Electronic Word of Mouth Electronic Commerce
on Sales of Digital Microproducts
Mobile Shopper Marketing: Key
Journal of Interactive
Issues, Current Insights, and Future Shankar et al. [6] 187 Qualitative analysis
Marketing
Research Avenues
Understanding how Millennial
shoppers decide what to buy International Journal of Retail
Hall et al. [5] 94 Quantitative analysis
Digitally connected unseen & Distribution Management
journeys
The value of information in an Journal of Public Policy and
Baye et al. [28] 43 Quantitative analysis
online consumer electronics market Marketing
Online Cash-back Shopping:
Implications for Consumers and Ho et al. [32] Information Systems Research 38 Qualitative analysis
e-Businesses

Cluster 2—Engagement Strategies in a Virtual Environment

Cluster 2, composed of 14 articles, includes three of the ten most cited articles and
predominantly features quantitative studies. This cluster (green) explores various aspects of
consumer behavior and digital marketing strategies in e-commerce environments, address-
ing the quality of digital services, emerging technologies such as augmented reality (AR),
the influence of behavioral advertising, and the importance of digital sensory marketing.
Online strategies such as behaviorally targeted ads are used as implicit social labels
to maintain closer consumer relationships [14]. When consumers perceive these ads to
be highly personalized and individually targeted, they can trigger behavioral responses
that reinforce social conformity or generate resistance to these social labels. Hence, such
strategies influence consumers’ self-perceptions and, consequently, their purchase inten-
tions [14]. Consumers who want to interact with an e-commerce platform must perceive it
as offering quality service (e-service quality), which requires considering the accuracy and
relevance of the information provided [33]. Specific service quality attributes, such as ease
of use, reliability, security, and personalization, significantly impact consumer satisfaction
and loyalty on e-commerce platforms [33].
Another approach to increasing consumer interaction is to use digital sensory mar-
keting techniques, which employ new technologies to create multisensory online experi-
ences [3]. Developing digital environments incorporating high-quality images, sounds,
videos, and even tactile and olfactory simulations can enhance consumer engagement
and satisfaction, providing a more immersive and differentiated shopping experience [3].
This aligns with the findings of Gatter et al. [34] and Park & Yoo [1] on the crucial role of
interactivity and realism provided by technologies such as AR in enhancing the online
shopping experience.
Gatter et al. [34] highlight that AR can create a sense of physical presence that simu-
lates the touch experience in a virtual environment, increasing satisfaction and purchase
intention. Similarly, Park and Yoo [1] examined the effects of perceived interactivity in AR
experiences and how these affect consumer responses, such as engagement and purchase in-
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 12 of 21

tention. The study concluded that immersive interactive experiences, such as those offered
by AR, can strengthen consumers’ emotional and cognitive connections with products [1].
Therefore, implementing advanced technologies, such as AR and digital sensory mar-
keting, can significantly improve perceived service quality, providing positive experiences
that increase consumer interaction, satisfaction, and retention [33].
Table 4 presents the five most co-cited authors in cluster two.

Table 4. The top five authors of Cluster 2.

Article Authors Journal Total Citations (in WoS Core Collection) Methodology
Digital Sensory Marketing:
Integrating New Technologies Journal of Interactive
Petit et al. [3] 240 Qualitative analysis
Into Multisensory Online Marketing
Expérience
Effects of perceived interactivity
of augmented reality on Journal of Retailing and
Park & Yoo [1] 160 Quantitative analysis
consumer responses: A mental Consumer Services
imagery perspective
An Audience of One:
Behaviorally Targeted Ads as Summers et al. [14] Journal of Consumer Research 89 Quantitative analysis
Implied Social Labels
Can augmented reality satisfy
Gatter et al. [34] Psychology and Marketing 56 Quantitative analysis
consumers’ need for touch?
E-service quality and e-retailers:
Computers in Human
Attribute-based Kalia & Paul [33] 89 Quantitative analysis
Behavior
multidimensional scaling

Cluster 3—Factors Influencing Online Consumer Decisions and Digital Strategies

Cluster 3 (blue) contains 13 articles, of which only one among the top five most cited is
based on a qualitative analysis. This cluster focuses on understanding consumer behavior
and decision-making processes in digital and online environments. To this end, factors
such as attitudes, emotional involvement, purchase intentions, and consumer satisfaction
were analyzed in these contexts. In addition, the cluster discusses e-commerce strategies to
understand consumers better and build closer relationships with them.
Studies by Chang [13] and Akhlaq & Ahmed [35] explored the cognitive and emotional
factors influencing consumer attitudes toward online shopping. Analyzing consumers’
intrinsic and extrinsic motivations is crucial as it helps to understand their needs and
demands. Cognitive trust is the foundation for attracting and retaining customers, with
utility value (intrinsic motivation) being the main influencing factor. However, other
aspects also affect consumers’ purchase intentions in digital environments, such as ease of
use, security [13], trust, convenience, perceived security, social influence, and facilitating
conditions [35]. Therefore, companies should develop strategies to enhance the security,
quality, and quantity of information on their websites (extrinsic motivations) and provide a
dynamic presentation of products with relevant information to increase consumers’ hedonic
value [13]. An essential aspect to consider is aesthetics, as it can increase purchase intention
and contribute to brand recall, especially in information-saturated digital environments [15].
According to Dennis et al. [36], another effective e-commerce strategy is “digital nudging”,
which involves subtle persuasion techniques, such as specific numbers and words. Thus,
consumer choices are influenced by awareness. However, this strategy must be applied
ethically, transparently, and in a manner that respects consumer autonomy [36]. These
engagement experiences allow customers to strengthen the link between satisfaction and
loyalty [12,15]. Therefore, companies must develop robust engagement strategies to foster
customer loyalty and trust in digital environments to ensure a safe and convenient online
shopping experience [12,35].
Table 5 presents the five most co-cited authors in cluster three.
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 13 of 21

Table 5. The top five authors of Cluster 3.

Article Authors Journal Total Citations (in WoS Core Collection) Methodology
The mediation of cognitive Information Technology and
Chang et al. [13] 78 Quantitative analysis
attitude for online shopping People
The moderating role of
customer engagement
European Journal of
experiences in customer Thakur [12] 67 Quantitative analysis
Marketing
satisfaction-loyalty
relationship
Digital commerce in emerging
economies Factors associated International Journal of
Akhlaq & Ahmed [35] 53 Quantitative analysis
with online shopping Emerging Markets
intentions in Pakistan
Imagery makes social media
captivating! Aesthetic value in Journal of Research in
Aljukhadar et al. [15] 45 Qualitative analysis
a consumer-as-value- Interactive Marketing
maximizer framework
Digital Nudging: Numeric
Journal of Management
and Semantic Priming in Dennis et al. [36] 30 Quantitative analysis
Information Systems
E-Commerce

Cluster 4—E-Commerce in the Era of Social and Technological Change

Cluster 4, highlighted in orange in the figure, comprises 13 articles that primarily
use quantitative methodologies to explore the impact of factors such as emotions, social
networks, and social isolation (e.g., caused by COVID-19) on consumer behavior in e-
commerce environments. This cluster also examined how technology influences online
shopping and consumer purchase intentions.
The COVID-19 pandemic has significantly reshaped consumer buying behavior glob-
ally [2]. In particular, social isolation has driven changes in online shopping behavior [2,7].
Consumer resources and involvement in social media have a strong correlation with in-
creased e-commerce activities due to information sharing, social trust, and consumer and
business interactions [7]. However, technology adoption and use in online shopping are
still influenced by digital skills, attitudes toward technology, and social support, especially
among older adults [37]. According to Erjavec & Manfreda [2], herd behavior, in which
individuals tend to follow the actions of others, has been a notable trend during the pan-
demic. This suggests that companies must be aware of and respond to this tendency, as
digital platforms directly affect online purchasing decisions [7].
Furthermore, emotions are critical in influencing purchase intentions in personalized
e-commerce settings. As Pappas et al. [11] point out, personalization, message quality,
and targeted recommendations are key factors in persuading consumers to purchase
online. In this sense, businesses need to understand the diverse needs of consumers and
develop specific strategies tailored to different segments, including personalized offers and
communication, to succeed in this environment. Technologies must be adapted to meet
these needs by providing tailored shopping experiences [38]. Such marketing strategies
help create an emotional balance by generating positive emotions that enhance purchase
intentions while avoiding negative emotions that could deter them [11].
By leveraging insights from this cluster, companies can better understand the evolving
dynamics of consumer behavior in digital environments, especially during times of social
upheaval, and craft more effective e-commerce strategies.
Table 6 presents the five most co-cited authors in cluster four.
Cluster 5—Innovative Approaches to Digital Consumer Engagement
Cluster 5 (purple), composed of ten articles, analyzes how consumers interact with
different shopping channels, both online and offline, and how these interactions influence
their purchasing decisions. This cluster also addresses issues related to digital transfor-
mation, technological advancements, and psychological factors that shape and redefine
purchasing behaviors and intentions in digital contexts.
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 14 of 21

Table 6. The top five authors of Cluster 4.

Article Authors Journal Total Citations (in WoS Core Collection) Methodology
Online shopping adoption
during COVID-19 and social Journal of Retailing and
Erjavec & Manfreda [2] 107 Quantitative analysis
isolation: Extending the UTAUT Consumer Services
model with herd behavior
Sense and sensibility in
personalized e-commerce: How
emotions rebalance the purchase Pappas et al. [11] Psychology & Marketing 60 Quantitative analysis
intentions of persuaded
customers
The use of mobile technology for
online shopping and
Kuoppamäki et al. [37] Telematics and Informatics 55 Quantitative analysis
entertainment among older
adults in Finland
Analyzing the impact of social
networks and social behavior on Information Processing &
Luo [7] 21 Quantitative analysis
electronic business during Management
COVID-19 pandemic
What help do you need for your
fashion shopping? A typology of European Management
Sebald & Jacob [38] 20 Quantitative analysis
curated fashion shoppers based Journal
on shopping motivations

According to Agrawal [39], it is crucial to analyze generational differences and prefer-

ences to understand consumer behavior in digital environments. Credibility, the amount
and quality of information, and electronic word of mouth (eWOM) significantly impact
the purchase intentions of younger consumers [40]. While Generation Z (post-millennials)
tends to be more motivated by convenience and technological innovation, Generation Y
(millennials) places more value on the shopping experience and trust in e-commerce plat-
forms [39]. Implementing technologies such as blockchain can provide greater transparency
and security, reduce fraud, increase trust in digital transactions, and reinforce the need for
effective online reputation management [40,41].
Moreover, the type of product purchased influences the decision to buy online or
offline. For instance, in the case of fresh food, many consumers prefer to buy from physical
stores because of their perceived quality. However, factors such as convenience, variety,
and personalized online experiences can increase the acceptance of digital platforms for
these purchases [42]. Another interesting aspect highlighted by Zhang et al. [42] is “in-store
live streaming”, a strategy combining online and offline shopping experiences that creates a
more engaging and informative shopping environment. This innovative approach enhances
consumer trust and increases purchase desire even in physical settings by providing an
interactive and enriching experience.
Table 7 presents the five most co-cited authors in cluster five.

Table 7. The top five authors of Cluster 5.

Article Authors Journal Total Citations (in WoS Core Collection) Methodology
Determining behavioral differences
International Journal of Retail
of Y and Z generational cohorts in Agrawal [39] 35 Quantitative analysis
and Distribution Management
online shopping
Is fresh food shopping sticky to
retail channels and online
Wang et al. [42] Agribusiness 26 Quantitative analysis
platforms? Evidence and
implications in the digital era
Effects of in-store live stream on
Journal of Retailing and
consumers’ offline purchase Zhang et al. [43] 25 Quantitative analysis
Consumer Services
intention
An Empirical Examination of the
Impact of eWom Information on
Young Consumers’ Online Sardar et al. [40] Sage Open 21 Quantitative analysis
Purchase Intention: Mediating Role
of eWom Information Adoption
Impulse purchases during
emergency situations: exploring Industrial Management &
Nigam et al. [41] 14 Qualitative analysis
permission marketing and the role Data Systems
of blockchain
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 15 of 21

Cluster 6—Digital Transformation and Cross-Channel Shopping Behavior

Cluster 6 (purple) is the smallest, comprising nine articles. This cluster focuses on mul-
tichannel and omnichannel shopping experiences and explores how consumers navigate
between online and offline channels. Additionally, the adoption of technologies to enhance
the shopping experience was examined.
Consumer buying behavior is changing in response to innovations and the growth
of online channels [44]. Virtual alternatives are currently attractive substitutes, especially
for those who prefer large shopping baskets, as online channels are still not fully available
for smaller baskets [44]. It is crucial to understand how customers shop, particularly why
they switch between online and offline stores and the increasing use of digital devices like
smartphones and tablets [45]. According to Willems et al. [31], companies should strategi-
cally use technologies such as beacons, interactive displays, and mobile apps to enhance
consumer engagement and sales effectiveness. Therefore, the omnichannel approach is a
strategy that should not be overlooked by companies [45], as consumers are increasingly
adopting it throughout their shopping journey [46], helping to create an integrated and
personalized shopping experience [31]. Brand familiarity, personalization, perceived value,
and technological readiness influence the omnichannel experience [45]. Consequently,
consumers’ online shopping experiences are affected and shaped by using various de-
vices and digital formats [18]. Because consumers interact with multiple touchpoints,
companies should treat all channels in an integrated manner to provide a seamless and
cohesive shopping experience [18,45,46]. As customers become more willing to use in-store
innovations for unique shopping experiences, companies increasingly utilize advanced
in-store systems, such as inventory management technologies, RFID, and customer data
integration [46]. E-channels such as E-commerce, Mobile-commerce, Internet-enabled TV
Commerce (IETV), and complementary commerce are also being used to meet the diverse
needs of consumers [18]. This, in turn, can improve service quality perception, enhance
brand image, and boost customer loyalty [45,46].
Table 8 presents the five most co-cited authors in cluster six.

Table 8. The top five authors of Cluster 6.

Article Authors Journal Total Citations (in WoS Core Collection) Methodology
The path-to-purchase is paved
with digital opportunities: An Technological Forecasting and
Willems et al. [31] 97 Qualitative analysis
inventory of shopper-oriented Social Change
retail technologies
Online retailing across
e-channels and e-channel
touchpoints: Empirical studies
Wagner et al. [18] Journal of Business Research 95 Quantitative analysis
of consumer behavior in the
multichannel e-commerce
environment
Technology adoption for the
integration of online-offline
International Journal of Retail
purchasing Omnichannel Savastano et al. [46] 75 Qualitative analysis
& Distribution Management
strategies in the retail
environment
An omnichannel approach to
retailing: demystifying and International Review of Retail,
identifying the factors Hickman et al. [45] Distribution and Consumer 60 Quantitative analysis
influencing an omnichannel Research
experience
Development of joint models
for channel, store, and travel Transportation Research Part
Suel & Polak [44] 50 Quantitative analysis
mode choice: Grocery A: Policy and Practice
shopping in London

4. Conceptual Framework and Future Research Agenda

The different bibliometric analyses allow an understanding of the trends in the liter-
ature on the impact of digital marketing on consumer behavior in online shopping. The
results obtained with the various techniques complement and corroborate the systematiza-
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 16 of 21

tion
J. Theor. Appl. of the
Electron. literature,
Commer. allowing
Res. 2025, 20, the
x FOR PEER development
of an integrative framework (Figure 9) and
REVIEW 18 of 24
articulating the main themes found in the literature.

Figure 9.framework
Figure 9. An integrative An integrative
of framework
the impactofofthedigital
impactmarketing
of digital marketing on consumer
on consumer behavior
behavior in in
online shopping.
online shopping.
The integrative framework illustrates how clusters can be systematized and interre-
The integrative framework illustrates how clusters can be systematized and inter-
lated. Cluster 1 focuses on consumer behavior in online shopping environments and its
related. Cluster 1implications
focuses on forconsumer
digital businessbehavior in online
and marketing shopping
strategies. environments
This cluster examines how andcon-
its implications for digital
sumers usebusiness
information, andthemarketing strategies. This (eWOM),
impact of recommendations cluster examines
the use of howdifferent
consumers use information,
platforms, and thetheimpact
overallof recommendations
digital shopping journey. (eWOM), the use
Future studies of different
should explore the
platforms, and the distinction betweenshopping
overall digital eWOM from close connections,
journey. Future studieslike friends
should andexplore
family, in social
the dis-net-
works versus eWOM from strangers, whether they are experts or casual, unknown shop-
tinction between eWOM from close connections, like friends and family, in social networks
pers [9]. Companies that understand and effectively leverage these dynamics can develop
versus eWOM from strangers, whether they are experts or casual, unknown shoppers [9].
more targeted digital marketing strategies to maximize consumer engagement and loyalty
Companies that understand and effectively
in the digital realm. leverage
As every consumer thesefuture
is unique, dynamics
research can develop
should morehow
investigate
targeted digital marketing strategies
to create appealing to maximize
shopping experiencesconsumer engagement
based on customers’ and states
emotional loyalty[6].in
the digital realm. As every
Clusterconsumer
2 investigates is digital
unique, andfuture research
technological shouldtoinvestigate
strategies how to
enhance the online shop-
ping experience and consumer behavior. It covers
create appealing shopping experiences based on customers’ emotional states [6]. topics ranging from augmented reality
(AR) and service quality to sensory marketing and personalized ads. The synergy between
Cluster 2 investigates digital and technological strategies to enhance the online shop-
these approaches offers valuable insights for companies seeking to develop innovative
ping experience and consumer behavior. It covers topics ranging from augmented reality
and effective digital marketing strategies to drive greater consumer engagement and loy-
(AR) and service quality to sensory
alty. Future research could marketing
exploreand personalized
additional sources of ads. The social
implied synergy between
labels beyond be-
these approaches haviorally
offers valuable
targeted advertisements in this context. For instance, word-of-mouthand
insights for companies seeking to develop innovative recom-
mendationsstrategies
effective digital marketing from friends to or compliments
drive from salespeople
greater consumer can also serve
engagement as implied
and loyalty. Fu-social
ture research couldlabels [14]. Additionally,
explore additional sources to provide consumers
of implied withlabels
social a unique
beyondand memorable
behaviorally online
shopping experience, further research is required to analyze and create more pleasant and
targeted advertisements in this context. For instance, word-of-mouth recommendations
informative multisensory experiences [3].
from friends or compliments from salespeople
Cluster 3 provides can also serve
a deeper understanding as implied
of how socialmarketing
various digital labels [14].strate-
Additionally, to provide consumers
gies, psychological withand
factors, a unique and memorable
technological tools influenceonline
consumer shopping
behaviorexpe-
in e-com-
rience, further research
merce and is online
required to analyze
environments. and create more
Understanding consumer pleasant and informative
motivations, needs, and expec-
tations is
multisensory experiences [3]. essential for developing strategies to engage, satisfy, and foster loyalty. As every
consumer is unique, future studies would benefit from
Cluster 3 provides a deeper understanding of how various digital marketing strategies,exploring purchasing intentions
across different countries, enabling a better understanding of the cultural factors to con-
psychological factors, and technological tools influence consumer behavior in e-commerce
sider [13]. Further, digital technologies significantly impact online consumer behavior,
and online environments. Understanding
and more research is needed to consumer
understandmotivations,
how different needs, and expectations
digital stimuli affect purchasing
is essential for developing strategies to
behavior in e-commerce engage,
settings [36]. satisfy, and foster loyalty. As every con-
sumer is unique, future Thestudies
studies would
in Cluster benefit fromconsumer
4 address exploring purchasing
behavior intentions
in e-commerce across
environments,
different countries, enabling a better understanding of the cultural factors to considerpurchase
focusing on the social, emotional, and technological factors that influence [13].
Further, digital technologies significantly impact online consumer behavior, and more
research is needed to understand how different digital stimuli affect purchasing behavior
in e-commerce settings [36].
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 17 of 21

The studies in Cluster 4 address consumer behavior in e-commerce environments, fo-

cusing on the social, emotional, and technological factors that influence purchase decisions.
Given the constantly evolving nature of consumers, it would be valuable to investigate
more detailed aspects of emotions, particularly their relationship with different online
shopping platforms and strategies, and how emotions impact customer retention and
acquisition [11]. Moreover, this cluster explored digital adaptation across demographics,
the impact of personalization, herd behavior, and the role of social media in driving e-
commerce. However, to gain more intercultural insights, further studies should conduct
comparative analyses to examine the impact of different platforms and digital technologies
on consumers’ motivation during online shopping [38].
Cluster 5 emphasizes the importance of understanding interactions across shopping
channels and the variables influencing consumer choices in an increasingly digital world.
Future research should investigate live-streaming influencer marketing for various prod-
ucts, considering their specific characteristics and different national contexts [43]. In
addition, marketing and sales strategies must be continuously adapted to align with the
evolving expectations of modern consumers. Future research should also examine the
impact of digital strategies, such as eWOM, across different social media platforms on
consumer purchasing intentions [40].
Cluster 6 analyzes the influence of online and offline shopping channels on consumer
behavior and the impact of omnichannel strategies and technologies on enhancing the
shopping experience. Comparative quantitative studies (e.g., surveys or field experiments)
could explore consumer perspectives on omnichannel shopping, differentiating between
hedonic and utilitarian orientations, to better evaluate and quantify customer value percep-
tions in this emerging management strategy [46]. The integration of technologies to create
a seamless shopping experience is a growing focus of companies in the digital age. Given
the globalized nature of commerce, each culture has its own unique characteristics. Future
research should investigate whether Internet-enabled devices, e-channels, and electronic
touchpoints differ across countries, cultures, and industries [18].
To analyze the framework and understand the impact of digital marketing on con-
sumers’ online purchasing behavior, it is essential first to identify key consumer characteris-
tics, preferences (Cluster 5), and the emotional, cognitive, and motivational factors (Cluster
3) driving purchase intentions. These purchasing intentions, formed by consumer attitudes
and cognitive and emotional processes, are fundamental to defining the probability of pur-
chasing a product or service. Factors such as motivation, preference, and attitude towards
a product significantly influence the consumer’s purchasing propensity, regardless of the
channel, thus establishing a deep relation with clusters 3 and 5. Online shopping represents
current purchasing behavior, referring to purchasing a product or service through digital
platforms. Behavior and purchase intention determine the choice of channel. Once a pur-
chase is made online, the consumer’s subsequent experiences in that environment—such
as satisfaction, feedback, or dissatisfaction—impact future purchase intentions and shape
consumer preferences, creating a continuous cycle of influence. Additionally, companies
must develop targeted strategies tailored to the digital environment (Cluster 2) and in-
corporate advanced digital marketing techniques (Cluster 1). In today’s rapidly evolving
social and technological landscape (Cluster 4), consumers often face challenges deciding
between online and offline purchasing options. To address this, companies must create
engaging and unique online shopping experiences by leveraging multiple digital platforms
and prioritizing brand familiarity, personalization, and perceived value (Cluster 6). This
comprehensive approach fosters consumer engagement, satisfaction, and long-term loyalty.
Table 9 summarizes the future research agenda for each cluster.
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 18 of 21

Table 9. Future research agenda.

Cluster/Theme Future Research Suggestions

- Future studies should explore the distinction between eWOM from close
connections, like friends and family, in social networks versus eWOM from
Cluster (1): Digital Consumer Behavior and E-Commerce Dynamics strangers, whether they are experts or casual, unknown shoppers [9].
- Future research should investigate how to create appealing shopping
experiences based on customers’ emotional states [6].

- Future research could explore other sources for implied social labels in
addition to behaviorally targeted ads. For example, word-of-mouth
recommendations from friends and compliments from salespeople can both
Cluster (2): Engagement Strategies in a Virtual Environment likely act as implied social labels [14].
- Further research is still needed to create more enjoyable and informative
multisensory experiences for the consumer [3].

- Future research investigates the consumer purchase intention of different

countries to learn about the purchase intention of different cultures [13].
Cluster (3): Factors Influencing Online Consumer Decisions and Digital Strategies - More research has been developed to understand how different digital
stimuli (priming and other digital nudges) affect purchasing behavior in
e-commerce settings [36].

- Future studies should investigate more detailed aspects of emotions,

particularly their relationship with different online shopping platforms and
strategies, and how emotions impact customer retention and acquisition [11].
Cluster (4): E-Commerce in the Era of Social and Technological Change - Further studies should conduct comparative analyses to examine the impact
of different platforms and digital technologies on consumers’ motivational
reasons during online shopping [38].

- Future research should investigate live-streaming influencer marketing for

various products, considering their specific characteristics and different
national contexts [43].
Cluster (5): Innovative Approaches to Digital Consumer Engagement - Future research should examine the impact of digital strategies such as
eWOM across different social media platforms on consumer purchasing
intentions [40].

- Comparative quantitative studies (e.g., surveys or field experiments) could

explore consumer perspectives on omnichannel shopping, differentiating
between hedonic and utilitarian orientations to better evaluate and quantify
Cluster (6): Digital Transformation and Cross-Channel Shopping Behavior customer value perceptions in this emerging management strategy [46].
- Future research should investigate whether internet-enabled devices,
e-channels, and electronic touchpoints differ across countries, cultures, or
industries [18].

However, in addition to the research questions associated with each cluster, some
additional questions can be raised to investigate online shopping behavior based on gen-
eral research trends. Consequently, further research should be conducted to examine the
extent to which sustainable technologies influence purchasing, i.e., the adoption of sustain-
able practices regarding e-commerce on consumer perceptions, particularly sustainable
marketing. At the same time, an analysis of the influence of sensory stimuli would also
be beneficial. It is crucial to consider visual design, sound, and interactivity concerning
digital platforms in consumer experience and purchase intention. Since markets are global,
cultural differences about consumer behavior in e-commerce must be explored and studied,
and the focus must be adapted to how marketing strategies must be changed to achieve
global markets. Finally, as the market is increasingly dynamic, future longitudinal studies
should be developed to monitor and analyze changes in online purchasing preferences
over time, especially in contexts of rapid technological advances.

5. Limitations and Conclusions

This study is an SLR about the impact of digital marketing in online shopping, in which,
through a bibliometric analysis, six thematic groups (clusters) were identified: (1) Digital
Consumer Behavior and E-Commerce Dynamics, (2) Engagement Strategies in a Virtual
Environment, (3) Factors Influencing Online Consumer Decisions and Digital Strategies,
J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 19 of 21

(4) E-Commerce in the Era of Social and Technological Change, (5) Innovative Approaches to
Digital Consumer Engagement, and (6) Digital Transformation and Cross-Channel Shopping
Behavior.
This study makes significant contributions to the literature on the impact of digital
marketing on consumers’ online purchasing behavior through the systematization of
central themes, the illustration of the interconnectedness of research areas via an integrative
framework, and the identification of potential future research avenues.
This study highlights the complexity of consumer behavior in the digital era, par-
ticularly when shopping online, where digital platforms and techniques play a pivotal
role in meeting consumer needs and fostering loyalty. Using time-saving tools like digital
platforms and personalized and simplified user interfaces significantly impacts and simpli-
fies the complexity of online purchasing decisions. This is crucial because understanding
consumer behavior is vital for companies and brands, with satisfaction being a key factor
in fostering repeat behavior and loyalty. This approach helps build trust and emotional
connections between consumers and brands [47].
Analyzing consumer reactions, attention, and interest are fundamental in the selection
process. These reactions are influenced by website aesthetics, personalized recommenda-
tions, and intuitive interfaces, which create a positive shopping experience and increase
trust in the platform [48]. Additionally, the influence of some strategies like social networks
and electronic word of mouth (eWOM) cannot be overlooked, as they significantly shape
consumers’ purchase intentions. These emotional and relational aspects are essential to
understanding consumer behavior in the digital age, where trust and perceived value are
essential for loyalty. The relationship between satisfaction, trust, and emotional connec-
tion presents new opportunities for digital marketing research, emphasizing the potential
of emerging digital technologies—like artificial intelligence, blockchain, and augmented
reality—in influencing consumer behavior [1,3]. These technologies improve real-time
feedback collection, precise targeting, and personalized delivery, significantly affecting
consumer decision-making processes. Gaining deeper insights into how consumers react
to digital stimuli and how their behaviors change allows marketers to develop strategies
centered around the consumer and driven by innovation. Additionally, integrating and
connecting various research fields, such as psychology, marketing, and information sys-
tems, can provide valuable opportunities for expanding knowledge. The collaboration
between these areas can facilitate further development.
Although bibliometric analysis can be a valuable tool for mapping research trends, it
has limitations. More recent and innovative studies may be overlooked due to the fewer
citations. This aspect comes from the time needed to accumulate impact, while older studies
may dominate the analysis, regardless of their current relevance. On the other hand, this
type of analysis is effective for identifying patterns and connections, but it is unsuitable for
determining causal relationships or explaining why specific patterns emerge.

Author Contributions: Conceptualization, N.F.; methodology, N.F.; software, N.F.; validation, B.M.F.
and J.L.A. and L.F.M.; investigation, N.F.; writing—original draft preparation, N.F.; writing—review
and editing, N.F. and B.M.F. and J.L.A. and L.F.M.; visualization, N.F and B.M.F. and J.L.A. and L.F.M.;
supervision, B.M.F. and J.L.A. and L.F.M.; funding acquisition, N.F. and B.M.F. and J.L.A. and L.F.M.
All authors have read and agreed to the published version of the manuscript.

Funding: This work was funded by Fundação para a Ciência e a Tecnologia (UIDB/00124/2020,
UIDP/00124/2020, UID/00124, Nova School of Business and Economics and Social Sciences DataLab
- PINFRA/22209/2016), POR Lisboa and POR Norte (Social Sciences DataLab, PINFRA/22209/2016).

Conflicts of Interest: The authors declare no conflicts of interest.

J. Theor. Appl. Electron. Commer. Res. 2025, 20, 25 20 of 21

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