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.
Fakultas Sosial Ekonomi & Humaniora, Universitas Nahdlatul Ulama (UNU) Purwokerto
The Future of Advertising Creativity: Humans vs AI Content Generation
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.
Marketing Implications of the Metaverse Economy: A Systematic Literature Review
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.
Facebook Marketing Strategies: An SLR of Engagement Outcomes
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.
Strategic Use of Digital Content in Online Marketing: A Literature Review
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.
Privacy Concerns in Digital Marketing: A Systematic Literature Review
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.
The Evolution of Omnichannel Marketing Strategies: A Systematic Literature Review
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.
Pay Per Click Advertising Effectiveness: A Systematic Review
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.
Interactive Content and Its Influence on Consumer Engagement
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.
The Integration of IoT in Online Marketing Strategies: A Systematic Literature Review
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.
Search Engine Optimization (SEO) in Online Marketing: A Systematic Literature Review
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.
Post-Pandemic Shifts in Global Online Consumer Behavior: A Systematic Literature Review
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.
The Effect of Digital Storytelling on Online Brand Perceptions: An SLR Study
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.
From Disruption to Adaptation: Ad-Blockers and Their Influence on Global Digital Marketing
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.
Cybersecurity and Consumer Confidence in Global Online Markets
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.
The Impact of Mobile Marketing on Consumer Purchase Intentions: An SLR
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.
Social Commerce in the Age of COVID-19 Recovery: A Systematic Review of Platforms, User Behavior, and Conversion Strategies
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.
Twitter/X in Political and Commercial Marketing: An SLR
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.
Consumer Engagement in Online Marketing: A Systematic Literature Review
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.
Global Supply Chain Disruptions and Online Marketing Adaptations
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.
Ethical Considerations in Global Online Marketing: An SLR
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.
Voice Assistants and Online Marketing: A Systematic Review
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.
The Effect of Delivery Logistics on E-Commerce Customer Satisfaction: A Literature Review
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.
Cross Cultural Perspectives in Online Marketing: An SLR Analysis
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.
Artificial Intelligence and the Transformation of Global Digital Marketing
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.
Virtual Reality and Augmented Reality Applications in Online Marketing: A Systematic Review
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.
Gamification in Online Marketing: A Systematic Review of Current Research
This study conducts a systematic literature review (SLR) to examine the role of gamification in online marketing and its impact on consumer engagement, brand equity, and behavioral outcomes. By integrating findings from studies published between 2020 and 2022, the review highlights how game elements such as points, badges, leaderboards, and challenges enhance both intrinsic and extrinsic motivation. The results demonstrate that gamification is effective in increasing consumer enjoyment, participation, and loyalty, particularly within mobile applications, loyalty programs, and advergames. However, the findings also emphasize that its effectiveness is contingent upon design elements, platform contexts, and individual user characteristics, suggesting that a universal approach may not yield optimal results. Furthermore, issues related to ethics, disclosure, and personalization emerge as critical considerations in the design of gamified marketing strategies. Overall, the review concludes that gamification is a promising yet context-dependent tool for digital marketing, requiring thoughtful, theory-driven implementation to maximize long-term value and consumer trust.
Dynamic Pricing Algorithms in Global Online Retail: A Literature Review
This article explores how dynamic pricing algorithms are reshaping global online retail, focusing on their ability to optimize prices in real time and adapt to uncertain market conditions. The central question guiding this review is how algorithmic approaches influence revenue performance, consumer behavior, and market competition. Using a systematic literature review, the study synthesizes research across operations research, economics, and marketing to map key themes. The results show that learning-based models effectively balance exploration and exploitation, while feature-driven approaches integrate high-dimensional data for personalized pricing. Discussion highlights both opportunities and risks: algorithms enhance efficiency and profitability but may also trigger tacit collusion, instability, and consumer concerns about fairness and transparency. The findings suggest that successful implementation requires balancing technical sophistication with ethical safeguards, operational integration, and regulatory oversight. Ultimately, dynamic pricing’s transformative potential lies in aligning efficiency gains with consumer trust and market accountability.
Digital Influencer Marketing and Consumer Behavior: A Systematic Review of Literature
This study conducts a systematic literature review (SLR) to analyze the role of digital influencer marketing (DIM) in shaping consumer behavior between 2020 and 2022. Unlike traditional celebrity endorsement, influencers create authenticity and parasocial relationships that enhance credibility and influence consumer trust, purchase intention, and electronic word of mouth. The review synthesizes findings from peer reviewed journals, focusing on three central themes: influencer attributes and message features, sponsorship disclosure and persuasion knowledge, and influencer brand congruence with platform specific characteristics. Results indicate that authenticity, expertise, and credibility are primary drivers of positive consumer outcomes, while disclosure practices and perceptions of commercial intent may undermine persuasion by raising skepticism. Furthermore, platform affordances such as Instagram’s visual orientation and TikTok’s short form video formats significantly shape consumer engagement and message effectiveness. The review concludes that DIM is most effective when authenticity is emphasized, sponsorship disclosure is carefully managed, and brand congruence is maintained. However, inconsistencies across contexts highlight the need for further cross-cultural and longitudinal research.
Social Commerce Transformation through In-App Checkout and Live Selling
This article examines how social commerce is being reshaped by two transformative features: in-app checkout and live selling. The central question guiding the study is how these mechanisms jointly influence consumer trust, engagement, and conversion in digital marketplaces. Employing a systematic literature review, the study synthesizes findings from peer-reviewed research across information systems, marketing, and retail disciplines. The analysis reveals that live selling enhances authenticity, social presence, and immediacy through real-time interaction, while in-app checkout reduces friction and secures transactions by embedding payments directly within platforms. Together, these features operate synergistically, streamlining the consumer journey from discovery to purchase. The discussion highlights both opportunities such as higher conversion rates and stronger engagement and challenges, including impulse-driven buying and sustainability concerns. Overall, the study concludes that the alignment of trust-building interaction and seamless payment integration is critical to the future development of effective and accountable social commerce systems.
The Evolution of Content Marketing in the Digital Era: An SLR Approach
This study examines the evolution of content marketing in the digital era through a systematic literature review (SLR) of research published between 2019 and 2021. The findings highlight how rapid technological advancements and digital platforms have transformed consumer behavior and marketing practices. Content marketing has shifted from traditional one-way communication to interactive, consumer-centric approaches that emphasize personalization, authenticity, and storytelling as key drivers of engagement, trust, and loyalty. Social media platforms and influencers emerge as central intermediaries in shaping consumer perceptions, enabling participatory interactions and strengthening brand relationships. At the same time, data-driven strategies and analytics enhance the effectiveness of content delivery by allowing personalization and measurement of outcomes. Despite these opportunities, challenges such as content saturation, consumer skepticism, and privacy concerns remain critical barriers to success. The study concludes that companies must balance technological innovation with transparency, creativity, and ethical practices to achieve sustainable competitive advantage. Furthermore, future research should investigate the role of emerging technologies, such as artificial intelligence and immersive media, in shaping the next phase of content marketing.