Digital Marketing Dynamics: From Browsing to Buying

Topic Information

Dear Colleagues,

In the 21st century, events, evolutions, and changes have been experienced globally; such changes include the transformation to Industry 5.0, climate change, the COVID-19 pandemic, constant technological evolution, and Artificial Intelligence. These events have led companies to rethink their operating strategies, and the domain of marketing is no exception. Thus, companies have been forced to rethink investments in digital products and services, make novel market-entry decisions, and discover means of enhancing customer engagement and communication. In this accelerated scenario of the 21st century, the digital revolution has transformed the way in which companies operate and, on the other hand, how consumers make choices. With the rise of social media platforms and the emergence of artificial intelligence, digital marketing has become a critical driver of economic growth and consumer behavior. However, along with these advancements, significant challenges and future trends are shaping the trajectory of the digital marketing industry. In this dynamic environment, it is essential to study and recognize the impact of digital marketing on consumer choice and the broader economy. The convergence of globalization, technological innovation and changing consumer preferences presents opportunities and obstacles for companies looking to thrive in the digital age.

In this Topic, researchers and industry professionals are invited to explore the challenges and future trends in digital marketing and consumer choice. In this Topic, original research articles and reviews are welcome. Areas of interest include (but are not limited to) the following:

• The influence of digital marketing on consumer behavior and decision-making processes;
• Digital marketing campaigns and their impact;
• Digital strategy adoption and its impact;
• Digital presence, influencers, social networks;
• Digital marketing design (e.g., business model transformation);
• Innovative approaches to omnichannel marketing and customer engagement;
• AI in marketing;
• Case Studies related to this Topic.

By examining these topics, researchers can better understand the challenges and opportunities present in the digital marketing industry. Through collaboration and knowledge exchange, strategies can be developed to address these challenges and shape the future of digital marketing in a rapidly changing world. We look forward to receiving your contributions.

Prof. Dr. José Luís Mendes Loureiro Abrantes
Prof. Dr. Natália de Lima Figueiredo
Prof. Dr. Bruno Morgado Ferreira
Prof. Dr. Luís F. Martinez
Topic Editors

Keywords

Participating Journals

Journal Name	Impact Factor	CiteScore	Launched Year	First Decision (median)	APC
Businesses businesses	-	-	2021	24.5 Days	CHF 1000	Submit
Sustainability sustainability	3.3	6.8	2009	20 Days	CHF 2400	Submit
Journal of Theoretical and Applied Electronic Commerce Research jtaer	5.1	9.5	2006	32 Days	CHF 1000	Submit

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Published Papers (5 papers)

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All Businesses Sustainability JTAER

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22 pages, 884 KiB  

Open AccessArticle

Harnessing Swift Guanxi in SMEs: Exploring Trust and Purchase Intention on Social Commerce Platforms

by Johakim Katekele John, Xiaodong Qiu and Jerum William Kilumile

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3154-3175; https://doi.org/10.3390/jtaer19040153 - 18 Nov 2024

Viewed by 343

Abstract

Extant empirical studies investigate social commerce purchase intention from the perspective of swift guanxi dimensions while neglecting to explain how the purchase intention is influenced. This study proposed and tested a research model to unveil the relationship between swift guanxi dimensions (mutual understanding, [...] Read more.

Extant empirical studies investigate social commerce purchase intention from the perspective of swift guanxi dimensions while neglecting to explain how the purchase intention is influenced. This study proposed and tested a research model to unveil the relationship between swift guanxi dimensions (mutual understanding, reciprocity favor, and relationship harmony), trust in the seller and purchase intention while considering the mediation effect of trust in the seller in social commerce settings. Data from 421 social commerce youth consumers in Tanzania were used in PLS-SEM analysis to test the research model. Results revealed that except for reciprocity favor, swift guanxi dimensions positively influence purchase intention. The swift guanxi dimensions also positively influence trust in the seller. Further trust in the seller mediates the relationship between swift guanxi dimensions and purchase intention. This study recommends that social commerce micro, small, and medium traders embrace swift guanxi to drive consumer purchase intention. Swift guanxi dimensions foster a rapid and affirmative connection with the consumers, enhancing their trust in the seller. In turn, trust in the seller significantly enhances the likelihood of purchase intention, since the consumers feel safer and more confident in their buying journey. Therefore, by leveraging swift guanxi dimensions, social commerce sellers can effectively build business relationships based on a strong foundation, which not only drives immediate consumer purchases but also fosters enduring consumer devotion. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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14 pages, 480 KiB  

Open AccessArticle

The Nexus of Influencers and Purchase Intention: Does Consumer Brand Co-Creation Behavior Matter?

by Jerum William Kilumile and Li Zuo

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3088-3101; https://doi.org/10.3390/jtaer19040149 - 6 Nov 2024

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Abstract

The advancement of social media has led to the rise of influencers who are powerful in shaping consumer purchasing behavior. While influencer attributes play a role in shaping consumer behavior, little attention has been paid to the interplay of the attributes of social [...] Read more.

The advancement of social media has led to the rise of influencers who are powerful in shaping consumer purchasing behavior. While influencer attributes play a role in shaping consumer behavior, little attention has been paid to the interplay of the attributes of social presence, influencer congruence with the endorsed brand, and purchasing intention. Thus, the current study investigates the effect of social presence and influencer congruence on purchase intention through consumer brand co-creation behavior. A survey approach was used to collect data from consumers who actively interact with at least one social media influencer in Tanzania. Using a sample size of 422, PLS-SEM was applied to test the hypotheses. The results showed that social presence and congruence affected consumer brand co-creation behavior, which subsequently affected purchase intention. Unlike influencer congruence, the social presence of the influencer did not directly affect purchase intention. Furthermore, the study holds that stimulating consumer brand co-creation behavior catalyzes the effects of social presence and influencer congruence on purchase intention. Therefore, in designing an influencer marketing campaign, selecting an influencer with social presence and congruence attribute is pivotal for the effectiveness of the influencer marketing strategy. Marketers should be relational rather than transaction-focused when designing and implementing the influencer marketing strategy. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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20 pages, 434 KiB  

Open AccessArticle

The Main Drivers of E-Commerce Adoption: A Global Panel Data Analysis

by Cristian Paun, Cosmin Ivascu, Angel Olteteanu and Dragos Dantis

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2198-2217; https://doi.org/10.3390/jtaer19030107 - 30 Aug 2024

Viewed by 2151

Abstract

Digitalization has become more and more important for economic activities and economic development. E-commerce, as a part of local and international trade, is of increasing importance and is highly correlated with technological progress and innovation. Our research investigates the relevance of selected drivers [...] Read more.

Digitalization has become more and more important for economic activities and economic development. E-commerce, as a part of local and international trade, is of increasing importance and is highly correlated with technological progress and innovation. Our research investigates the relevance of selected drivers that could explain the latest e-commerce adoption at global level. In our analysis, we used the UNCTAD B2C E-commerce Index (2014–2020, yearly data, covering 133 countries, 931 observations) which can be considered relevant to express an economy’s readiness to support e-commerce. E-commerce adoption is assessed in our research by the following six factors: (i) wealth, economic freedom, and economic development; (ii) access and sophistication of the financial sector; (iii) education; (iv) regulations; (v) development of ICT infrastructure; and (vi) frontier drivers (such as AI, cryptocurrencies, and blockchain technologies). In our research, we used a panel data analysis framework using hard data provided by different databases (UNCTAD, World Bank, etc.). The results we obtained confirmed that developed countries with a higher income level are higher adopters of e-commerce, financial development and the accessibility of financial services significantly help e-commerce adoption, a regulatory system (particularly economic freedom and property rights) strongly supports e-commerce adoption, education has a positive impact on e-commerce adoption, ICT infrastructure increases the adoption of e-commerce and the readiness and use of AI, and frontier technologies generate an increased adoption of e-commerce. The results we obtained are consistent with the findings of similar studies (most of them using different research methodologies) and opens the ground for interesting discussions and further research developments. The novelty of our research consists in the exhaustive perspective on e-commerce adoption drivers (including frontier technologies such as AI or blockchain) based on hard country data collected from various sources for a consistent panel of countries and a relevant number of years, providing an alternative approach to the mainstream studies on e-commerce adoption that process data from surveys, interviews, or focus groups. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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19 pages, 451 KiB  

Open AccessArticle

From Technology to Traffic: How Website Technological Sophistication, Brand Recognition, and Business Model Innovation Drive Consumer Traffic in Korean E-Commerce

by Si Yu, Yutong Liu and Eun-jung Hyun

J. Theor. Appl. Electron. Commer. Res. 2024, 19(3), 2051-2069; https://doi.org/10.3390/jtaer19030100 - 8 Aug 2024

Viewed by 1550

Abstract

As e-commerce continues to expand, understanding the factors that drive consumer traffic to business-to-consumer (B2C) websites is crucial. This study investigates the interplay between website technological sophistication, brand recognition, and business model innovation in influencing website traffic among Korean B2C companies. Drawing on [...] Read more.

As e-commerce continues to expand, understanding the factors that drive consumer traffic to business-to-consumer (B2C) websites is crucial. This study investigates the interplay between website technological sophistication, brand recognition, and business model innovation in influencing website traffic among Korean B2C companies. Drawing on data from 9003 companies across seven key sectors—finance, retail, healthcare, technology, food, education, and media—we employ Ordinary Least Squares (OLS) regression analysis to test our hypotheses. Our findings reveal that website technological sophistication is positively associated with monthly website visits. This relationship is particularly pronounced for companies with innovative business models, highlighting the synergistic effect of advanced website features and novel business strategies in attracting consumers. Conversely, the positive impact of website technological sophistication on traffic is less significant for well-established brands with high recognition levels, indicating that strong brand equity can mitigate the need for highly sophisticated websites. These results align with the Technology Acceptance Model (TAM), Innovation Diffusion Theory (IDT), and Signaling Theory (ST), providing a nuanced understanding of how technology, branding, and innovation intersect to drive online consumer behavior. Our study offers valuable insights for e-commerce firms seeking to optimize their digital presence and underscores the importance of investing in advanced website functionalities, particularly for lesser-known brands and companies with innovative business models. Future research should explore these dynamics in different cultural and industry contexts to enhance the generalizability of our findings. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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19 pages, 2450 KiB  

Open AccessReview

What Is Next for Consumer-Based Brand Equity in Digital Brands? Research Itineraries and New Challenges

by Yuri de Souza Odaguiri Enes, Gisela Demo, Rafael Barreiros Porto and Thaiyan Sun Zulato

Sustainability 2024, 16(13), 5412; https://doi.org/10.3390/su16135412 - 26 Jun 2024

Viewed by 6715

Abstract

Considering the expanding e-commerce in the social media landscape and the increasing importance of brand management in the online sphere, our primary goal was to comprehensively review existing research on consumer-based brand equity in digital brands. The current post-pandemic environment has seen a [...] Read more.

Considering the expanding e-commerce in the social media landscape and the increasing importance of brand management in the online sphere, our primary goal was to comprehensively review existing research on consumer-based brand equity in digital brands. The current post-pandemic environment has seen a significant surge in digital presence, particularly on social networks and e-commerce platforms. Although the available literature provides an overview of brand equity in general, digital brands have taken center stage in consumer interactions on social media, becoming highly commercialized in virtual environments and, recently, gaining significant value in financial markets. However, there is still a lot to uncover regarding the research trajectory for these brands. Using the PRISMA protocol, a corpus of 258 articles was obtained from the Web of Science and Scopus databases, with Journal Impact Factor and CiteScore impact factors. The bibliometric analysis for mapping the production was performed using SciMat, VosViewer, and Biblio-metrix software. According to the results, we found that consumer-based brand equity in digital brands is strongly linked to online consumer behavior variables, particularly engagement, electronic word-of-mouth, communication effects (such as social media advertising), impacts on various metrics, and applications in specific contexts. Overall, our research shows that the brand equity of digital brands is studied similarly to non-digital brands. Still, their virtual origin and their exposure on social media have increased consumer appreciation for them. The main studies and trending topics were discussed, providing a foundation for a research agenda regarding new challenges and approaches of consumer-based brand equity in the digital market. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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