Marketing Digital e o Comportamento de Compra do Consumidor: Um Panorama das Publicações e Proposição de Agenda de Pesquisa

Abstract

Market data reveal growth in internet access and in the connectivity of people and companies. In this context, digital marketing has been incorporated into the strategies of several companies. In view of the importance of the theme, this study is a bibliometric research followed by a systematic integrative review to understand the influence of digital marketing on consumers' purchasing behavior and propose a research agenda on the theme. For this, articles published in the databases: Ebsco, Periódicos Capes, Scopus, Spell and Web of Science between the years 2000 to 2019 were evaluated. The results showed that more than 60% of the publications were made between 2016 and 2019 and that emerging themes such as “IOT”, “shared economy” and “digital sensory marketing” are emerging and need to be further explored. Cross-cultural and longitudinal studies on topics such as “digital influencers” and “on-line word of mouth marketing” were among important theoretical gaps. Cross-cultural studies are suggested to show characteristics and triggers in the use of digital word of mouth marketing, option for group purchase modality, options for companies with sustainable initiatives and involving impulse buying.