Global Journal of Online Marketing
type: channel
description: The Global Journal of Online Marketing (e-ISSN: 0000-0000; p-ISSN: 0000-0000) is a scientific journal dedicated to research in digital marketing, e-commerce, and online consumer behavior. We are proud to announce that Global Journal of Online Marketing has achieved a significant milestone by being officially indexed in SINTA X, under the decree of the Ministry of Education, Culture, Research, and Technology of the Republic of Indonesia No: xxx/E/KPT/202x. Published by the Fakultas Sosial Ekonomi & Humaniora, Universitas Nahdlatul Ulama (UNU) Purwokerto in collabration with the Business, Technology, and Sustainability Research Institute (BTSRI), this journal covers a wide range of research topics, including but not limited to social media marketing, search engine optimization (SEO), digital branding, influencer marketing, online advertising, e-commerce strategies, customer engagement, data analytics in marketing, and emerging trends in digital marketing. Articles in this journal are published biannually in January–June and July–December, ensuring the timely dissemination of new research findings and innovative marketing strategies.
publisher: Fakultas Sosial Ekonomi & Humaniora, Universitas Nahdlatul Ulama (UNU) Purwokerto
language: en
publication name: Global Journal of Online Marketing
items: Artificial Intelligence and Big Data–Driven Online Marketing: A Systematic Literature Review
items: Adaptation of Global Marketing Strategies in the Context of Indonesian Local Cultural Values: A Study of Multinational Companies
items: The Role of Message Credibility in Online Marketingon Digital Consumer Responses Top of Form
items: Online Marketing in the Digital Ecosystem: A Literature Study on Consumer Behavior and Innovation
items: The Role of Local Market Orientation in Shaping Global Digital Marketing Strategies: Case of Tech Startups in Asia
items: The Future of Advertising Creativity: Humans vs AI Content Generation
items: Marketing Implications of the Metaverse Economy: A Systematic Literature Review
items: Facebook Marketing Strategies: An SLR of Engagement Outcomes
items: Strategic Use of Digital Content in Online Marketing: A Literature Review
items: Privacy Concerns in Digital Marketing: A Systematic Literature Review
items: The Evolution of Omnichannel Marketing Strategies: A Systematic Literature Review
items: Pay Per Click Advertising Effectiveness: A Systematic Review
items: Interactive Content and Its Influence on Consumer Engagement
items: The Integration of IoT in Online Marketing Strategies: A Systematic Literature Review
items: Search Engine Optimization (SEO) in Online Marketing: A Systematic Literature Review
items: Post-Pandemic Shifts in Global Online Consumer Behavior: A Systematic Literature Review
items: The Effect of Digital Storytelling on Online Brand Perceptions: An SLR Study
items: From Disruption to Adaptation: Ad-Blockers and Their Influence on Global Digital Marketing
items: Cybersecurity and Consumer Confidence in Global Online Markets
items: The Impact of Mobile Marketing on Consumer Purchase Intentions: An SLR
items: Social Commerce in the Age of COVID-19 Recovery: A Systematic Review of Platforms, User Behavior, and Conversion Strategies
items: Twitter/X in Political and Commercial Marketing: An SLR
items: Consumer Engagement in Online Marketing: A Systematic Literature Review
items: Global Supply Chain Disruptions and Online Marketing Adaptations
items: Ethical Considerations in Global Online Marketing: An SLR
items: Voice Assistants and Online Marketing: A Systematic Review
items: The Effect of Delivery Logistics on E-Commerce Customer Satisfaction: A Literature Review
items: Cross Cultural Perspectives in Online Marketing: An SLR Analysis
items: Artificial Intelligence and the Transformation of Global Digital Marketing
items: Virtual Reality and Augmented Reality Applications in Online Marketing: A Systematic Review

Artificial Intelligence and Big Data–Driven Online Marketing: A Systematic Literature Review
type: item
description: The rapid advancement of digital technology has significantly transformed marketing practices through the adoption of Artificial Intelligence and Big Data–driven online marketing. This study aims to systematically examine the role, benefits, and challenges of integrating AI and Big Data into online marketing strategies. A systematic literature review was conducted by analyzing peer-reviewed articles published over the last five years and indexed in Google Scholar. The findings indicate that the integration of Artificial Intelligence and Big Data enhances digital marketing effectiveness through personalization, predictive analytics, and operational efficiency. However, the study also identifies critical challenges, including data privacy concerns, ethical issues, limitations in human resources, and potential algorithmic bias. These findings suggest that the success of technology-driven online marketing depends not only on technological sophistication but also on effective data governance and organizational readiness. This study is expected to contribute to the digital marketing literature by providing a comprehensive conceptual foundation for the development of sustainable and responsible online marketing strategies.
subject: Articles
  topic: section
subject: Artificial Intelligence
  topic: keywords
subject: Big Data
  topic: keywords
subject: Digital Marketing
  topic: keywords
subject: Online Marketing
  topic: keywords
subject: Systematic Literature Review
  topic: keywords
creator: Abu Qosim
rights: Copyright (c) 2025 author(s)
date: 2025-12-30
publication date: 2025-12-30
starting page: 121
ending page: 135

Adaptation of Global Marketing Strategies in the Context of Indonesian Local Cultural Values: A Study of Multinational Companies
type: item
description: This study examines how multinational corporations adapt global marketing strategies to local cultural values in the Indonesian market. Indonesia represents a complex cultural context characterized by collectivist orientations, hierarchical social structures, and sensitivity to uncertainty, which challenges fully standardized marketing approaches. Using a qualitative research design, this study draws on a structured review of recent academic literature and documented case practices of multinational firms operating in Indonesia. Hofstede’s cultural dimensions framework is used as an analytical lens to examine how cultural characteristics shape the adaptation of marketing strategies. The findings show that multinational companies adjust marketing communication, branding, product offerings, and distribution strategies to align with local cultural expectations. These adaptations include emphasizing family and community values in advertising, leveraging respected public figures to enhance brand credibility, ensuring regulatory and halal compliance to support consumer trust, and modifying products to reflect local consumption preferences. The study highlights the importance of cultural sensitivity in sustaining market relevance while maintaining global brand identity in emerging markets
subject: Articles
  topic: section
subject: Cultural Adaptation
  topic: keywords
subject: Global Marketing Strategy
  topic: keywords
subject: Hofstede’s Cultural Dimensions
  topic: keywords
subject: Indonesian Market
  topic: keywords
subject: Multinational Corporations
  topic: keywords
creator: Ira Melyana
rights: Copyright (c) 2025 author(s)
date: 2025-12-30
publication date: 2025-12-30
starting page: 105
ending page: 120

The Role of Message Credibility in Online Marketingon Digital Consumer Responses Top of Form
type: item
description: This study aims to examine the role of message credibility in online marketing and its influence on digital consumer responses. Along with the rapid development of digital technology since 2020, online marketing has undergone a significant transformation and has become a dominant strategy in influencing consumer behavior. This research employs a literature review method by analyzing scholarly articles published over the last five years and indexed in Google Scholar. The findings indicate that message credibility is a critical factor in determining the effectiveness of online marketing, particularly in shaping consumer attitudes and purchase intentions. Digital consumers tend to be more critical and selective toward marketing information, making honesty, expertise, and message consistency essential elements in building trust. Furthermore, consumer engagement and positive digital experiences strengthen the impact of online marketing on consumer responses. This study emphasizes the importance of a holistic approach to online marketing by integrating message credibility and digital consumer behavior, and contributes conceptually to the development of digital marketing literature in the context of contemporary marketing dynamics.
subject: Articles
  topic: section
subject: Consumer Behavior
  topic: keywords
subject: Message Credibility
  topic: keywords
subject: Online Marketing
  topic: keywords
subject: Purchase Intention
  topic: keywords
subject: Digital Marketing
  topic: keywords
creator: Nurhaliza Nitswat
rights: Copyright (c) 2025 author(s)
date: 2025-12-30
publication date: 2025-12-30
starting page: 90
ending page: 104

Online Marketing in the Digital Ecosystem: A Literature Study on Consumer Behavior and Innovation
type: item
description: The rapid advancement of digital technology has positioned online marketing as a strategic component of modern marketing practices. Changes in consumer behavior, increasing reliance on digital media, and technological innovation have encouraged organizations to adopt more integrated and data-driven marketing strategies. This study aims to systematically examine the development of online marketing, digital consumer behavior, and the emerging challenges and innovations in contemporary digital marketing. A literature study method was employed by reviewing scholarly journal articles indexed in Google Scholar and published over the last five years. The findings indicate that online marketing plays a crucial role in shaping firm–consumer interactions through digital platforms, particularly social media and electronic word-of-mouth. However, online marketing practices also face significant challenges, including privacy concerns, information overload, and digital reputation risks. Furthermore, technological innovations such as artificial intelligence offer substantial opportunities to enhance marketing effectiveness and personalization. This study contributes conceptually to the online marketing literature and provides practical insights for organizations in developing sustainable digital marketing strategies.
subject: Articles
  topic: section
subject: Consumer Behavior
  topic: keywords
subject: Digital Marketing
  topic: keywords
subject: Electronic Word-of-Mouth
  topic: keywords
subject: Online Marketing
  topic: keywords
subject: Digital Transformation
  topic: keywords
creator: Verill Naufal Afrizal
rights: Copyright (c) 2025 author(s)
date: 2025-12-30
publication date: 2025-12-30
starting page: 74
ending page: 89

The Role of Local Market Orientation in Shaping Global Digital Marketing Strategies: Case of Tech Startups in Asia
type: item
description: In today’s increasingly connected digital era, global marketing strategies cannot be applied uniformly without considering local contexts. This study examines how local market orientation influences the development of global digital marketing strategies among tech startups in Asia. Using a qualitative approach and the Systematic Literature Review (SLR) method, this research analyzes various publications and case studies from startups in Southeast Asia, East Asia, and South Asia. The findings reveal that understanding local culture, consumer behavior, and digital preferences plays a crucial role in the success of digital marketing strategies. Effective approaches tend to adopt the concept of glocalization, combining global standards with local adaptation. Through this strategy, startups can enhance the relevance of their marketing messages and build stronger connections with consumers. This study offers theoretical contributions to the international digital marketing literature and presents practical implications for tech startups aiming to expand globally while maintaining relevance and sensitivity to local differences in the markets they target.
subject: Articles
  topic: section
subject: Asia
  topic: keywords
subject: Digital Marketing Strategy
  topic: keywords
subject: Glocalization
  topic: keywords
subject: Local Market Orientation
  topic: keywords
subject: Tech Startups
  topic: keywords
creator: Auliya Wanikmah
rights: Copyright (c) 2025 author(s)
date: 2025-12-30
publication date: 2025-12-30
starting page: 58
ending page: 73

The Future of Advertising Creativity: Humans vs AI Content Generation
type: item
description: This article examines the evolving debate over whether human or artificial intelligence (AI)–generated content represents the future of advertising creativity. Situating the discussion within the broader context of technological transformation in marketing, the study employs a systematic literature review to synthesize evidence from advertising, consumer behavior, and computational creativity. The review reveals that while human creativity remains essential for delivering originality, emotional resonance, and cultural nuance, AI offers significant advantages in efficiency, scalability, and personalization. Findings further indicate that consumer responses to AI-generated ads are shaped by disclosure, perceptions of authenticity, and trust, with attitudes varying across contexts. The discussion highlights how hybrid models, where humans provide strategic and cultural direction and AI contributes speed and data-driven ideation, offer the most promising approach. The study concludes that advertising creativity is best understood as a collaborative process between human imagination and machine intelligence.
subject: Articles
  topic: section
subject: Advertising Creativity
  topic: keywords
subject: Artificial Intelligence
  topic: keywords
subject: Hybrid Models
  topic: keywords
subject: Human–AI Collaboration
  topic: keywords
creator: Retno Hidayati
rights: Copyright (c) 2025 author(s)
date: 2025-06-30
publication date: 2025-06-30
starting page: 47
ending page: 57

Marketing Implications of the Metaverse Economy: A Systematic Literature Review
type: item
description: This article examines the marketing implications of the emerging metaverse economy, a rapidly evolving digital ecosystem where immersive technologies, virtual goods, and consumer co-creation redefine traditional marketing practices. The central question guiding this study is how the metaverse transforms consumer behavior, brand engagement, and value creation in ways that differ from established digital platforms. To address this, the study employs a systematic literature review of peer-reviewed research across marketing, information systems, and consumer psychology. The findings indicate that immersive environments amplify consumer engagement, strengthen brand loyalty, and expand symbolic consumption through avatars and digital assets. The discussion highlights opportunities in experiential storytelling and participatory brand strategies, while also identifying challenges related to interoperability, governance, and ethical use of consumer data. Ultimately, the article argues that the metaverse represents a paradigm shift in marketing, demanding new theoretical frameworks and responsible practices to harness its potential for sustainable growth.
subject: Articles
  topic: section
subject: Branding
  topic: keywords
subject: Consumer Behavior
  topic: keywords
subject: Immersive Technology
  topic: keywords
subject: Metaverse
  topic: keywords
subject: Virtual Goods
  topic: keywords
creator: Ramita Divta Qur'ani
rights: Copyright (c) 2025 author(s)
date: 2025-06-30
publication date: 2025-06-30
starting page: 35
ending page: 46

Facebook Marketing Strategies: An SLR of Engagement Outcomes
type: item
description: This study presents a systematic literature review (SLR) of Facebook marketing strategies and their impact on consumer engagement. Facebook remains a dominant digital marketing platform, where likes, comments, shares, and click throughs serve as key indicators of effectiveness. Content characteristics such as vividness, interactivity, and message design are central drivers of engagement, with images and videos generating more interaction than text only posts. Timing and posting frequency also moderate outcomes, as strategic scheduling enhances participation while excessive posting reduces responsiveness. Engagement is understood as a multidimensional construct cognitive, emotional, and behavioral that strengthens brand consumer relationships. Both firm generated and user generated content shape performance outcomes, balancing clarity with authenticity. Overall, effective strategies require integrating media richness, message relevance, timing, and co-created content to link short-term activity with long-term brand equity.
subject: Articles
  topic: section
subject: Brand Equity
  topic: keywords
subject: Consumer Engagement
  topic: keywords
subject: Facebook Marketing
  topic: keywords
subject: Social Media Strategy
  topic: keywords
subject: User-Generated Content
  topic: keywords
creator: Daniel Janrian Sihotang
rights: Copyright (c) 2025 author(s)
date: 2025-06-30
publication date: 2025-06-30
starting page: 23
ending page: 34

Strategic Use of Digital Content in Online Marketing: A Literature Review
type: item
description: This article examines how digital content has become a strategic resource in online marketing, addressing the central question of how content design, distribution, and measurement influence consumer engagement and brand performance. Through a systematic literature review of peer-reviewed studies, the paper consolidates fragmented insights into a coherent framework that highlights the interplay between firm-generated and user-generated content, the influence of algorithmic curation, and the growing significance of short-form video and influencer authenticity. The analysis discusses how content attributes such as informativeness, emotional appeal, and visual richness drive attention and trust, while advanced personalization and AI applications enhance efficiency but raise ethical considerations. Results show that effective strategies integrate authenticity, technological augmentation, and advanced analytics to align with consumer expectations. The findings suggest that brands capable of balancing innovation with transparency are best positioned to achieve sustainable advantage in increasingly dynamic digital environments.
subject: Articles
  topic: section
subject: Artificial Intelligence
  topic: keywords
subject: Consumer Engagement
  topic: keywords
subject: Digital Content
  topic: keywords
subject: Influencer Marketing
  topic: keywords
subject: Online Marketing
  topic: keywords
creator: Kashari
rights: Copyright (c) 2024 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 99
ending page: 109

Privacy Concerns in Digital Marketing: A Systematic Literature Review
type: item
description: The rapid growth of digital marketing has highlighted both the potential of personalization and data-driven strategies and the intensifying concerns surrounding consumer privacy. This study conducts a systematic literature review of recent research to analyze how personalization, online behavioral advertising, and regulatory frameworks interact with consumer trust, transparency, and data protection. The findings reveal that while personalization improves engagement, it can also generate perceptions of vulnerability when data practices are opaque, thereby undermining brand relationships. Online behavioral advertising is frequently viewed as intrusive, with additional concerns regarding algorithmic bias, fairness, and manipulative interface designs that weaken informed consent. Furthermore, despite the introduction of regulations such as the GDPR and CCPA, evidence suggests that their effectiveness is limited by confusing consent mechanisms and consent fatigue among users. This review concludes that managing privacy concerns is both a regulatory obligation and a strategic necessity for firms, requiring transparency, ethical design, and consumer empowerment to sustain trust and marketing effectiveness in the digital era.
subject: Articles
  topic: section
subject: Consumer Trust
  topic: keywords
subject: Digital Marketing
  topic: keywords
subject: Online Behavioral Advertising
  topic: keywords
subject: Privacy Concerns
  topic: keywords
subject: Regulatory Compliance
  topic: keywords
creator: Alvin Nur Muhammad
rights: Copyright (c) 2024 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 88
ending page: 98

The Evolution of Omnichannel Marketing Strategies: A Systematic Literature Review
type: item
description: This article examines the evolution of omnichannel marketing strategies, addressing the central question of how firms have shifted from fragmented multichannel approaches to integrated systems that enhance customer experience, leverage technology, and strengthen logistics. The study adopts a systematic literature review method to consolidate findings across diverse disciplines, providing clarity in a field characterized by definitional inconsistencies and fragmented measures. The review shows that seamless customer journeys are enabled by data-driven personalization, artificial intelligence, and machine learning, while operational fulfillment models and sustainability considerations reinforce trust and long-term value. Discussion highlights how technological enablers and supply chain innovations converge to support customer-centric strategies, yet also raise ethical and governance challenges surrounding data privacy and sustainable logistics. Findings indicate that omnichannel marketing should be viewed as a systemic transformation requiring organizational alignment, integrated governance, and a balance between innovation, efficiency, and responsibility.
subject: Articles
  topic: section
subject: Analytics
  topic: keywords
subject: Customer Experience
  topic: keywords
subject: Logistics
  topic: keywords
subject: Omnichannel Marketing
  topic: keywords
subject: Sustainability
  topic: keywords
creator: Ajeng Sukmahanny
rights: Copyright (c) 2024 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 76
ending page: 87

Pay Per Click Advertising Effectiveness: A Systematic Review
type: item
description: This study presents a systematic literature review on the effectiveness of Pay Per Click (PPC) advertising, focusing on publications from 2015 to 2023. The review synthesizes insights into the heterogeneous outcomes of PPC campaigns across different queries, keywords, and competitive contexts. Findings reveal that keyword specificity and user intent are critical in driving high quality traffic and conversions, while ambiguous keywords often reduce efficiency. Device level behaviors further influence performance, as mobile users display greater sensitivity to ad positions compared to desktop users, requiring differentiated bidding strategies. Measurement and attribution practices, particularly the adoption of multi-touch models, are shown to significantly impact perceptions of PPC effectiveness, though improper use may distort budget allocation. In addition, competitive dynamics such as brand bidding highlight the tension between defending brand equity and maintaining campaign efficiency. Overall, the review underscores the need for advertisers to adopt a holistic and adaptive approach that integrates keyword management, device targeting, attribution accuracy, and competitive strategy in order to maximize long-term returns from PPC investment.
subject: Articles
  topic: section
subject: Advertising Effectiveness
  topic: keywords
subject: Attribution
  topic: keywords
subject: Keyword Strategy
  topic: keywords
subject: Pay-Per-Click
  topic: keywords
subject: Sponsored Search
  topic: keywords
creator: Sholihah
rights: Copyright (c) 2024 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 66
ending page: 75

Interactive Content and Its Influence on Consumer Engagement
type: item
description: This article examines how interactive content influences consumer engagement in digital marketing, addressing the central question of which interactive strategies most effectively foster cognitive, emotional, and behavioral involvement. Using a systematic literature review of peer-reviewed studies, the paper synthesizes findings on social media interactivity, gamification, and augmented reality, evaluating their ability to generate authentic consumer participation beyond surface-level metrics. The review highlights that interactive content enhances attention, satisfaction, and loyalty by transforming passive consumption into active co-creation, though effectiveness depends on design quality, platform norms, and consumer motivations. Data extraction and thematic analysis allowed for the categorization of engagement drivers and limitations, with results emphasizing the novelty effect, the risks of cognitive overload, and the need for multidimensional engagement measures. Overall, the study finds that interactive content, when strategically designed, provides meaningful opportunities to build trust, deepen relationships, and sustain consumer-brand engagement in evolving digital contexts.
subject: Articles
  topic: section
subject: Augmented Reality
  topic: keywords
subject: Consumer Engagement
  topic: keywords
subject: Gamification
  topic: keywords
subject: Interactive Content
  topic: keywords
creator: Prasasti Sekar Kinanti
rights: Copyright (c) 2024 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 54
ending page: 65

The Integration of IoT in Online Marketing Strategies: A Systematic Literature Review
type: item
description: This article examines how the integration of the Internet of Things (IoT) reshapes online marketing strategies, addressing key questions about its potential for personalization, consumer engagement, operational efficiency, and the challenges of privacy and governance. Using a systematic literature review, the study consolidates evidence from peer-reviewed research to clarify how IoT-enabled data streams and connected devices transform marketing practices. The review shows that IoT enhances real-time personalization and customer relationships, while also supporting strategic decision-making through predictive analytics and improved resource allocation. However, findings indicate that consumer concerns regarding surveillance, trust, and ethical risks remain critical barriers to adoption. The discussion highlights the dual role of IoT as both a marketing enabler and a governance challenge, emphasizing the need for privacy-by-design and transparent practices. Overall, the study concludes that IoT’s success in marketing lies in balancing technological innovation with ethical safeguards and consumer trust.
subject: Articles
  topic: section
subject: Consumer Engagement
  topic: keywords
subject: Ethics
  topic: keywords
subject: Internet of Things
  topic: keywords
subject: Online Marketing
  topic: keywords
subject: Privacy
  topic: keywords
creator: Ega Friska Fadila
rights: Copyright (c) 2023 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 96
ending page: 106

Search Engine Optimization (SEO) in Online Marketing: A Systematic Literature Review
type: item
description: Search Engine Optimization (SEO) has become a key element of digital marketing, shaping organic visibility, brand credibility, and customer acquisition. This study presents a systematic literature review (SLR) of SEO research published between 2016 and 2022, focusing on ranking determinants, semantic optimization, cross industry applications, and evaluation metrics. Findings show that on page and off-page factors such as content quality, keyword placement, backlinks, and user engagement remain dominant drivers of rankings, though their influence varies across industries. Semantic SEO, through structured data markup and entity based content, is gaining relevance, but its direct impact on business metrics like conversion rate and customer lifetime value is still underexplored. SEO also extends beyond e-commerce, influencing journalism and academia by reshaping practices for visibility and knowledge dissemination. A growing trend is the integration of SEO indicators with business metrics to align tactical practices with strategic objectives. Despite these developments, gaps remain in standardizing ranking factors, measuring the business value of semantic SEO, and developing integrated evaluation models. These findings emphasize SEO’s dual role as both a technical and strategic discipline and highlight the need for further research to strengthen its academic and practical foundations.
subject: Articles
  topic: section
subject: Digital Marketing
  topic: keywords
subject: Ranking Factors
  topic: keywords
subject: Search Engine Optimization
  topic: keywords
subject: Semantic SEO
  topic: keywords
subject: Systematic Literature Review
  topic: keywords
creator: Puji Harto
rights: Copyright (c) 2023 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 85
ending page: 95

Post-Pandemic Shifts in Global Online Consumer Behavior: A Systematic Literature Review
type: item
description: This article explores how the COVID-19 pandemic reshaped global online consumer behavior, asking what enduring changes emerged in digital adoption, purchasing patterns, and consumer expectations. The role of the study is to synthesize fragmented scholarship through a systematic literature review, integrating findings from marketing, information systems, and consumer behavior research. The results reveal that necessity-driven adoption during lockdowns expanded into normalized use of e-commerce for essentials and discretionary goods, with consumers valuing convenience, flexibility, and trust in digital platforms. The discussion highlights how generational and cultural differences shaped adoption, how psychological factors such as uncertainty influenced risk perceptions, and how firms adapted through omnichannel integration, native advertising, and sustainability-oriented strategies. The main finding is that post-pandemic consumer behavior represents not only an acceleration of existing digital trends but also a structural realignment in values, emphasizing resilience, transparency, and ethical consumption as key drivers of the digital marketplace.
subject: Articles
  topic: section
subject: Consumer Behavior
  topic: keywords
subject: Digital Commerce
  topic: keywords
subject: Online Shopping
  topic: keywords
subject: Post- Pandemic
  topic: keywords
creator: Hasna Maheswari
rights: Copyright (c) 2023 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 74
ending page: 84

The Effect of Digital Storytelling on Online Brand Perceptions: An SLR Study
type: item
description: This study examines the effect of digital storytelling on online brand perceptions through a Systematic Literature Review (SLR) of peer reviewed articles published between 2016 and 2022. The findings reveal that narrative driven communication plays a crucial role in shaping consumer responses by fostering narrative transportation, building authenticity, and ensuring story product fit. Narrative transportation was found to enhance cognitive and emotional engagement, leading to more favorable brand attitudes. Authentic storytelling, particularly when delivered by influencers or consumers, was shown to strengthen trust and long-term brand love. In addition, user-generated storytelling demonstrated stronger effects than firm produced narratives, highlighting the importance of consumer participation in brand communication. At the same time, story product coherence was identified as a critical boundary condition that amplifies immersion and brand evaluations. Despite these positive outcomes, the literature remains fragmented across advertising, consumer behavior, and digital marketing domains, underscoring the need for further integrative research. This review contributes by consolidating existing evidence and offering a comprehensive framework for understanding how digital storytelling influences brand outcomes in online environments.
subject: Articles
  topic: section
subject: Authenticity
  topic: keywords
subject: Brand Perceptions
  topic: keywords
subject: Digital Storytelling
  topic: keywords
subject: Narrative Transportation
  topic: keywords
subject: User Generated Content
  topic: keywords
creator: Desinta Hafina Sari
rights: Copyright (c) 2023 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 65
ending page: 73

From Disruption to Adaptation: Ad-Blockers and Their Influence on Global Digital Marketing
type: item
description: This article examines the growing influence of ad-blockers on global digital marketing, asking how their widespread adoption reshapes consumer behavior, advertising models, and industry responses. The role of this study is to synthesize fragmented research from marketing, information systems, and consumer behavior through a systematic literature review. The results reveal that ad-blocker adoption is primarily driven by consumer concerns over intrusiveness, privacy, and browsing performance, with empirical studies showing both negative effects on advertising revenue and positive effects on perceptions of content quality. The discussion highlights the ways in which publishers and advertisers adapt, including the use of acceptable ads frameworks, contextual and native advertising, and subscription models. The main finding is that ad-blockers act as both a disruption and a catalyst for innovation, compelling the digital marketing ecosystem to prioritize fairness, transparency, and consumer trust in order to remain sustainable.
subject: Articles
  topic: section
subject: Ad-Blockers
  topic: keywords
subject: Consumer Behavior
  topic: keywords
subject: Digital Marketing
  topic: keywords
subject: Online Advertising
  topic: keywords
subject: Privacy
  topic: keywords
creator: Abmierdal Rahmat
rights: Copyright (c) 2023 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 54
ending page: 64

Cybersecurity and Consumer Confidence in Global Online Markets
type: item
description: This article explores how cybersecurity influences consumer confidence in global online markets, addressing the key question of how security practices, privacy protections, and institutional frameworks shape trust and purchasing behavior. Drawing on a systematic literature review of peer-reviewed studies, the study consolidates evidence from information systems, marketing, and economics to map the interplay between technical safeguards, organizational assurances, and regulatory environments. The findings indicate that both functional measures such as encryption and multi-factor authentication, and symbolic signals such as security seals and transparent communication, enhance consumer trust. The discussion highlights how trust consistently mediates the relationship between security and willingness to transact, while also revealing contradictions linked to the privacy paradox, cultural differences, and the tension between personalization and privacy. The article concludes that cybersecurity should be understood not only as a technical capability but as a socio-behavioral foundation for sustaining confidence in digital markets.
subject: Articles
  topic: section
subject: Consumer Confidence
  topic: keywords
subject: Cybersecurity
  topic: keywords
subject: Online Markets
  topic: keywords
subject: Privacy
  topic: keywords
subject: Trust
  topic: keywords
creator: Alifa Puspadini
rights: Copyright (c) 2022 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 103
ending page: 114

The Impact of Mobile Marketing on Consumer Purchase Intentions: An SLR
type: item
description: The rapid advancement of mobile technologies has reshaped marketing strategies, positioning mobile marketing as a powerful tool to influence consumer purchase intentions. This study applies a Systematic Literature Review (SLR) of research published between 2010 and 2021 to examine how mobile marketing practices such as personalized messaging, mobile applications, push notifications, and location-based services affect consumer behavior. The findings indicate that personalization, interactivity, and value-added content significantly enhance consumer attitudes, trust, and purchase intentions. Trust emerges as a central mediator, as consumers respond more positively when mobile platforms are perceived as secure and credible. Nevertheless, challenges including privacy concerns, intrusiveness, and consumer skepticism persist, often reducing the effectiveness of mobile campaigns and damaging brand reputation. Overall, this review concludes that while mobile marketing provides substantial opportunities to drive purchase intentions, its success relies on balancing personalization with ethical data practices and consumer-centric strategies. The study contributes by consolidating insights into the mechanisms linking mobile marketing with purchase behavior and highlighting future research directions for sustainable and trustworthy mobile marketing practices.
subject: Articles
  topic: section
subject: Consumer Purchase Intention
  topic: keywords
subject: Mobile Applications
  topic: keywords
subject: Mobile Marketing
  topic: keywords
subject: Personalization
  topic: keywords
subject: Privacy Concerns
  topic: keywords
creator: Asmarani
rights: Copyright (c) 2022 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 93
ending page: 102

Social Commerce in the Age of COVID-19 Recovery: A Systematic Review of Platforms, User Behavior, and Conversion Strategies
type: item
description: This article examines the role of social commerce in the age of COVID-19 recovery, addressing the central question of how platforms, user behavior, and conversion strategies have evolved during and after the pandemic. Using a systematic literature review of peer-reviewed studies published between 2015 and 2021, the study consolidates fragmented evidence to clarify how digital platforms have transformed shopping experiences, how consumer trust and authenticity shape engagement, and which strategies most effectively drive conversions. The analysis reveals that platform affordances such as live streaming, embedded payments, and interactive reviews enhance trust and reduce uncertainty, while user reliance on social validation and influencer credibility has grown significantly. The discussion synthesizes insights across regions and highlights cultural differences in adoption, while emphasizing trust as a recurring determinant of purchase intention. Overall, the findings position social commerce as a socio-technical ecosystem that will continue to shape digital consumption in post-pandemic markets.
subject: Articles
  topic: section
subject: Conversion Strategies
  topic: keywords
subject: COVID-19 Recovery
  topic: keywords
subject: Platforms
  topic: keywords
subject: Social Commerce
  topic: keywords
subject: User Behavior
  topic: keywords
creator: Yoestini
rights: Copyright (c) 2022 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 81
ending page: 92

Twitter/X in Political and Commercial Marketing: An SLR
type: item
description: This study conducts a systematic literature review (SLR) to examine the evolving role of Twitter, recently rebranded as X, in political and commercial marketing. The review synthesizes peer-reviewed studies published between 2021 and 2023 to capture contemporary insights into the platform’s transformation and strategic applications. Findings show that Twitter/X has been pivotal in political communication, enabling agenda-setting, voter mobilization, and the amplification of discourse through real-time interactions, hashtags, and algorithmic visibility. In the commercial context, the platform fosters customer engagement, brand awareness, and offline consumer behavior when message design and interactivity are effectively utilized. However, challenges such as shifting platform features, monetization strategies, and regulatory changes create uncertainties for consistent political and marketing outcomes. This review highlights both the opportunities and limitations of Twitter/X, proposing future research to explore platform governance, algorithmic dynamics, and cross cultural user behaviors. By doing so, it provides an updated synthesis of the platform’s dual role in shaping digital communication strategies across political and commercial domains.
subject: Articles
  topic: section
subject: Commercial Marketing
  topic: keywords
subject: Political Marketing
  topic: keywords
subject: Social Media Engagement
  topic: keywords
subject: Systematic Literature Review,
  topic: keywords
subject: Twitter/X
  topic: keywords
creator: Makkatul Mukarramah
rights: Copyright (c) 2025 author(s)
date: 2025-06-30
publication date: 2025-06-30
starting page: 13
ending page: 22

Consumer Engagement in Online Marketing: A Systematic Literature Review
type: item
description: Consumer engagement has become a pivotal construct in online marketing, reflecting how customers interact, co-create, and establish relationships with brands in digital environments. This study employs a systematic literature review (SLR) of publications from 2011 to 2021 to synthesize definitions, antecedents, outcomes, and measurement approaches of consumer engagement. Engagement is consistently conceptualized as a multidimensional construct encompassing cognitive, emotional, and behavioral dimensions. Key antecedents include content quality, interactivity, personalization, and community participation, while barriers such as privacy concerns and digital fatigue limit engagement potential. Outcomes highlight engagement as a strategic asset, fostering brand loyalty, advocacy, and business performance, though measurement remains fragmented with varied approaches that create inconsistencies across studies. The review underscores the need for a standardized framework and future research into emerging contexts such as influencer marketing, live-stream commerce, and AI-driven personalization, offering both theoretical clarity and practical guidance for sustaining consumer engagement in a dynamic digital landscape.
subject: Articles
  topic: section
subject: Brand Loyalty
  topic: keywords
subject: Consumer Engagement
  topic: keywords
subject: Digital Marketing
  topic: keywords
subject: Personalization
  topic: keywords
subject: Social Media
  topic: keywords
creator: Muhammad Tajuddin
rights: Copyright (c) 2022 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 69
ending page: 80

Global Supply Chain Disruptions and Online Marketing Adaptations
type: item
description: This study examines how global supply chain disruptions reshape online marketing strategies, focusing on the intersection of operational fragility and consumer-facing communication. Using a systematic literature review, it synthesizes peer-reviewed research across supply chain management, marketing, and consumer behavior to address the central question: how do firms adapt their online marketing practices when faced with systemic disruptions? The role of this study is to consolidate fragmented insights and highlight the dual function of marketing as both a promotional and trust-building mechanism under crisis conditions. Results indicate that firms with robust digital infrastructures and transparent communication strategies were more effective in sustaining consumer trust and managing demand during disruptions. The analysis discusses how online marketing adaptations—such as inventory transparency, proactive messaging, and digital convenience—helped mitigate the negative effects of operational breakdowns. The findings suggest that transparency, adaptability, and alignment with supply chain realities are essential for maintaining brand resilience in uncertain environments.
subject: Articles
  topic: section
subject: Consumer Behavior
  topic: keywords
subject: Online Marketing
  topic: keywords
subject: Resilience
  topic: keywords
subject: Supply Chain Disruptions
  topic: keywords
creator: Zaki Abdulghani
rights: Copyright (c) 2022 author(s)
date: 2025-10-02
publication date: 2025-10-02
starting page: 56
ending page: 68

Ethical Considerations in Global Online Marketing: An SLR
type: item
description: This study conducts a Systematic Literature Review (SLR) to examine ethical considerations in global online marketing, focusing on research published between 2021 and 2023. The review highlights five dominant themes: privacy and consent, transparency in sponsorship disclosure, algorithmic fairness, manipulative interface design, and cross-cultural regulation. Findings reveal that privacy and data protection remain central to consumer trust, while lack of transparency in sponsorship disclosure poses risks, particularly for younger audiences. Algorithmic bias in automated advertising systems continues to raise concerns about fairness and accountability, and the widespread use of manipulative design strategies such as dark patterns undermines consumer autonomy. Moreover, regulatory and cultural diversity adds complexity, as implementation of ethical principles varies across contexts. The study concludes that while significant progress has been made, existing regulations and self regulation remain insufficient. It recommends future research on cross-cultural frameworks, algorithmic accountability, and consumer-centered approaches to foster sustainable trust and ethical practices in online marketing.
subject: Articles
  topic: section
subject: Augmented Reality
  topic: keywords
subject: Consumer Engagement
  topic: keywords
subject: Immersive Technology
  topic: keywords
subject: Online Marketing
  topic: keywords
subject: Virtual Reality
  topic: keywords
creator: Novitha Dwipermata Ramadhan
rights: Copyright (c) 2025 author(s)
date: 2025-06-30
publication date: 2025-06-30
starting page: 1
ending page: 12

Voice Assistants and Online Marketing: A Systematic Review
type: item
description: This study systematically reviews the literature on voice assistants (VAs) and their role in digital marketing between 2021 and 2023. VAs such as Amazon Alexa, Apple Siri, and Google Assistant reshape consumer brand interactions by offering hands free, conversational, and personalized touchpoints. The review shows that adoption is driven by usefulness, ease of use, and trust, while anthropomorphic cues and social presence boost brand attitudes and purchase intentions. Personalization and contextual relevance also enhance persuasion and brand equity, making VAs powerful tools for consumer engagement. However, challenges persist around privacy, security, and skepticism, with the notion of privacy cynicism showing that users continue to rely on VAs despite concerns. These insights stress the need for responsible conversational design that integrates transparency, fairness, and ethics, as the effectiveness of VAs ultimately depends on balancing usability, trust, and safeguards to build sustainable consumer relationships and long term brand value.
subject: Articles
  topic: section
subject: Brand Equity
  topic: keywords
subject: Consumer Trust
  topic: keywords
subject: Digital Marketing
  topic: keywords
subject: Privacy Concerns
  topic: keywords
subject: Voice Assistants
  topic: keywords
creator: Adelia Wahyu Ratri
rights: Copyright (c) 2024 author(s)
date: 2024-06-30
publication date: 2024-06-30
starting page: 44
ending page: 53

The Effect of Delivery Logistics on E-Commerce Customer Satisfaction: A Literature Review
type: item
description: The rapid growth of e-commerce has made delivery logistics a crucial determinant of customer satisfaction, yet questions remain about which logistics dimensions most strongly influence consumer perceptions and loyalty. This study applies a systematic literature review to synthesize peerreviewed research on the role of delivery speed, reliability, visibility, flexibility, and sustainability in shaping satisfaction outcomes. Data were gathered from leading academic databases and analyzed thematically to identify recurring patterns and gaps in the literature. The discussion integrates insights from diverse contexts to evaluate how logistical performance translates into trust, convenience, and longterm loyalty, while also highlighting the impact of technological innovations and sustainability initiatives. The findings reveal that reliability and visibility are more influential than speed alone, flexibility enhances convenience, and sustainability strengthens brand perception. The study concludes that delivery logistics functions not only as an operational activity but as a strategic driver of customer experience in e-commerce.
subject: Articles
  topic: section
subject: Customer Satisfaction
  topic: keywords
subject: Delivery Logistics
  topic: keywords
subject: E-Commerce
  topic: keywords
subject: Flexibility
  topic: keywords
subject: Sustainability
  topic: keywords
creator: Diva Nida Ul Khorimah Hasim
rights: Copyright (c) 2024 author(s)
date: 2024-06-30
publication date: 2024-06-30
starting page: 33
ending page: 43

Cross Cultural Perspectives in Online Marketing: An SLR Analysis
type: item
description: This study examines cross-cultural perspectives in online marketing through a systematic literature review of articles published between 2020 and 2022. The findings reveal that cultural values strongly shape consumer trust, purchase intentions, eWOM evaluation, website usability, and retail channel preferences. Collectivist cultures tend to emphasize social proof and credibility, while individualist cultures prioritize autonomy and personal judgment. Moreover, culturally congruent website design and localized digital strategies significantly enhance consumer engagement and trust. The review also highlights the role of emerging platforms such as live commerce, short-video marketing, and social media-driven shopping, which further demonstrate the importance of cultural adaptation in digital contexts. By mapping thematic patterns and identifying gaps, this study emphasizes that culture is a central determinant of online marketing effectiveness and provides guidance for future research and managerial strategies in global digital markets.
subject: Articles
  topic: section
subject: Consumer Behavior
  topic: keywords
subject: Cross-Cultural Marketing
  topic: keywords
subject: Digital Marketing
  topic: keywords
subject: E-Commerce
  topic: keywords
subject: Electronic Word Of Mouth (eWOM)
  topic: keywords
creator: Heka Ria Tama
rights: Copyright (c) 2024 author(s)
date: 2024-06-30
publication date: 2024-06-30
starting page: 23
ending page: 32

Artificial Intelligence and the Transformation of Global Digital Marketing
type: item
description: This article examines how artificial intelligence (AI) is transforming global digital marketing, addressing the central question of how AI reshapes customer engagement, organizational capabilities, and governance in diverse market contexts. Using a systematic literature review of peer-reviewed studies, the paper synthesizes research that explores AI’s role in personalization, predictive analytics, and automation while considering consumer perceptions and ethical concerns. The analysis reveals that AI enhances marketing efficiency and customer satisfaction through tools such as chatbots and recommender systems, yet adoption outcomes are moderated by trust, transparency, and organizational readiness. The discussion integrates thematic insights from the literature, highlighting the dual nature of consumer responses and the need for robust governance frameworks. Overall, the findings suggest that AI represents both an enabler of innovation and a disruptor of established practices, requiring firms to balance technological capabilities with ethical accountability to achieve sustainable digital marketing strategies.
subject: Articles
  topic: section
subject: Artificial Intelligence
  topic: keywords
subject: Consumer Trust
  topic: keywords
subject: Digital Marketing
  topic: keywords
subject: Governance
  topic: keywords
subject: Personalization
  topic: keywords
creator: Azmi Deshinta Maharani
rights: Copyright (c) 2024 author(s)
date: 2024-06-30
publication date: 2024-06-30
starting page: 12
ending page: 22

Virtual Reality and Augmented Reality Applications in Online Marketing: A Systematic Review
type: item
description: This study provides a systematic review of the applications of Virtual Reality (VR) and Augmented Reality (AR) in online marketing. VR and AR have emerged as transformative technologies that enable consumers to interact with products and services in immersive, multisensory environments. The findings highlight that these technologies enhance presence, interactivity, and consumer engagement, thereby improving product understanding, shaping purchase intentions, and fostering brand loyalty. Evidence shows their effectiveness across multiple sectors, particularly retail and tourism, where immersive experiences reduce uncertainty and enrich consumer satisfaction. However, significant barriers remain, including high implementation costs, technological limitations, privacy concerns, and the potential decline of novelty effects. These challenges underscore the importance of continuous innovation, consumer centered design, and integration into omnichannel strategies. Overall, VR and AR hold strong potential as strategic marketing tools, but their long term success depends on ethical, practical, and contextually relevant implementation.
subject: Articles
  topic: section
subject: Augmented Reality
  topic: keywords
subject: Consumer Engagement
  topic: keywords
subject: Immersive Technology
  topic: keywords
subject: Online Marketing
  topic: keywords
subject: Virtual Reality
  topic: keywords
creator: Dina Subekti Kantirahayu
rights: Copyright (c) 2024 author(s)
date: 2024-06-30
publication date: 2024-06-30
starting page: 1
ending page: 11