<![CDATA[This study examines how business communication shapes consumer purchase intention in the digital era, integrating external strategies (digital marketing, branding) with internal dynamics (employee engagement, organizational culture). Using a qualitative systematic literature review guided by PRISMA, 22 peer-reviewed articles (2019-2024) were identified from four databases (Google Scholar, Scopus, DOAJ, Garuda) and analyzed through critical thematic synthesis. Five dominant themes emerged: digital marketing strengthens brand visibility and purchase intention (14 articles); brand trust mediates communication exposure and purchase decisions (8 articles); transparent internal communication reinforces external communication effectiveness (5 articles); digital transformation shifts communication from broadcast to interactive engagement (7 articles); and AI-driven personalization raises purchase intention while introducing ethical tensions (3 articles). Contradictions emerged across crisis contexts and industries; notably, COVID-19-era purchase intention was partly driven by panic-buying rather than brand loyalty, showing that crisis conditions can distort the communication-intention relationship (Naeem, 2021). Organizations must therefore align internal communication culture with external digital marketing to sustain consumer trust. Theoretically, this study positions integrated communication capability as a Resource-Based View asset that bridges external marketing communication and internal organizational communication, demonstrating their interdependence as a source of sustainable competitive advantage.]]>
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