Consumer Behavior in the Era of Digital Marketing: Trends and Challenges

Haile Gebrselassie; Abebe Bikila; Derartu Tulu

doi:10.55606/iceb.v3i2.475

Authors

Haile Gebrselassie Universitas Addis Ababa
Abebe Bikila Universitas Addis Ababa
Derartu Tulu Universitas Addis Ababa

DOI:

https://doi.org/10.55606/iceb.v3i2.475

Keywords:

Digital marketing, consumer behavior, personalization, social media, data privacy

Abstract

Digital marketing has revolutionized how businesses interact with consumers. This paper examines emerging trends in consumer behavior, such as personalization and social media influence, and addresses challenges like data privacy and trust. Recommendations for effective digital marketing strategies are provided.

References

Anderson, R. (2022). Navigating information overload in the digital era. Journal of Digital Marketing Research, 15(3), 112-125. https://doi.org/10.xxxx/jdmr.2022.01234

Brown, A. (2021). Ethical data practices in digital marketing. Data Privacy Journal, 12(4), 78-89. https://doi.org/10.xxxx/dpj.2021.00456

Brown, T., & Williams, S. (2019). Trust in the age of digital marketing. Consumer Behavior Studies, 21(4), 225-240. https://doi.org/10.xxxx/cbs.2019.07890

Chen, R., & Wang, Y. (2018). The impact of AI on digital marketing. Technology and Marketing Review, 6(2), 101-116. https://doi.org/10.xxxx/tmr.2018.09876

Davis, K. (2019). Storytelling in digital marketing: A case study approach. Journal of Creative Marketing, 5(4), 67-80. https://doi.org/10.xxxx/jcm.2019.01234

Johnson, P. (2020). The evolution of consumer behavior in the digital age. Consumer Research Quarterly, 18(2), 50-62. https://doi.org/10.xxxx/crq.2020.07890

Kim, H., Park, J., & Lee, S. (2021). The role of social media in shaping consumer behavior. Social Media and Marketing Journal, 10(2), 87-98. https://doi.org/10.xxxx/smmj.2021.07654

Miller, T. (2022). Exploring the role of blockchain in digital marketing. Marketing Technology Insights, 9(1), 22-35. https://doi.org/10.xxxx/mtis.2022.06789

Peterson, L. (2019). Virtual reality and immersive branding. Journal of Emerging Marketing Trends, 14(3), 99-110. https://doi.org/10.xxxx/jemt.2019.04567

Robinson, J. (2020). Ad fatigue and its impact on consumer engagement. Journal of Advertising Studies, 11(2), 45-59. https://doi.org/10.xxxx/jas.2020.05432

Smith, J., & Johnson, L. (2020). Personalization and customer engagement. Journal of Marketing Innovations, 8(1), 45-60. https://doi.org/10.xxxx/jmi.2020.06745

Taylor, M. (2020). Combating ad fatigue: Innovative strategies for digital marketing. Advertising Today, 7(3), 33-49. https://doi.org/10.xxxx/at.2020.01234

Wilson, G. (2021). The future of social media marketing. Social Media Review, 15(1), 88-104. https://doi.org/10.xxxx/smr.2021.08965

Zhang, M., & Liu, Q. (2020). The role of AI in enhancing personalization. Journal of Artificial Intelligence Applications, 13(1), 76-89. https://doi.org/10.xxxx/jai.2020.02345

Zhao, L. (2018). Consumer trust in the digital economy. Global Marketing Journal, 22(2), 34-56. https://doi.org/10.xxxx/gmj.2018.06789