The role of digital marketing in consumer behavior: A survey

Mahmoud Alghizzawi

Abstract


This study reviews the recently published research on the role digital marketing plays on consumer behavior through three dimensions: (1) mobile apps, (2) social media platforms, and (3) electronic word-of-mouth. The main aim of this study is to shed light on the role digital marketing plays on consumer behavior with a specific focus on the tourism sector. This study will add to the body of knowledge and help in guiding future developments of digital marketing in tourism. The reviewed literature thoroughly showed the importance of digital communication for tourism competitiveness, eWOM, tourists’ behavior, and their use of social media and mobile applications. This study will also contribute academically by identifying some gaps in existing research and providing both plans for future research and probable road-mapping for decision-makers.

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References


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