Management Studies and Business Journal
Vol. 1 No. 11 (2024): Management Studies and Business Journal (PRODUCTIVITY)

THE EVOLUTION OF CONSUMER BEHAVIOR IN THE DIGITAL AGE: A SYSTEMATIC REVIEW OF E-COMMERCE MARKETING STRATEGIES

Akbar, Ilham (Unknown)
Rahimi, Faishal (Unknown)

Article Info

Publish Date
20 Nov 2024

Abstract

Rapid changes in consumer behavior in the post-digital era demand adaptation of e-commerce marketing strategies, especially related to the increasing demand for value-based content. This research aims to identify and analyze effective marketing strategies in meeting consumer expectations for relevant, ethical and meaningful content. By using the approach Systematic Literature Review (SLR) through the PRISMA framework, this research finds that a value-based storytelling approach, the use of AI, and integration of sustainability are the main strategies in meeting this demand. The implications of this research indicate that e-commerce companies need to adopt value-based content to build stronger relationships with consumers and create long-term loyalty.

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Journal Info
Management Studies and Business Journal
Website

Abbrev

productivity

Publisher

PT Penelitian dan Pengembangan Ilmu

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Management Studies and Business Journal (PRODUCTIVITY) reviewed covers theoretical and applied research in the field of Management and Business. Priority is given to those articles which satisfy the main scope of the journal, and have an impact in the research areas of interest. PRODUCTIVITY Journal ...