EXAMINING RETAIL MARKETING STRATEGIES IN THE DIGITAL ERA: A LITERATURE REVIEW
DOI:
https://doi.org/10.1234/aira.v4i2.56Keywords:
augmented reality, consumer behavior, digital marketing, fashion retail, personalizationAbstract
This study presents a systematic literature review exploring the impact of digital marketing on consumer behavior in the retail sector, with a particular focus on fashion retail. Utilizing PRISMA guidelines, the research synthesizes findings from peer-reviewed studies published between 2015 and 2025. Key digital marketing strategies—including the use of artificial intelligence, augmented reality, mobile commerce, and social media—were examined for their role in enhancing personalization, consumer engagement, and immersive brand experiences. Thematic and bibliometric analyses identified major clusters of academic focus, highlighting evolving trends from foundational frameworks to applied, consumer-centric strategies. Results show that digital tools significantly influence consumer decision-making and brand loyalty. However, research gaps remain regarding long-term impacts, ROI, and the effectiveness of omnichannel strategies. This review offers insights for both scholars and practitioners seeking to optimize digital marketing practices and address the challenges of an increasingly digital retail environment.
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