CHANGING PATTERNS OF DIGITAL CONSUMER BEHAVIOR
DOI:
https://doi.org/10.1234/aira.v4i1.78Keywords:
algorithmic personalization, consumer behavior, digital marketing, social influence, sustainability, digital businessAbstract
This study presents a systematic literature review on the evolution of digital consumer behavior from 2020 to 2025. Rapid technological advancements, including mobile commerce, social media, and AI-driven personalization, have transformed how consumers make decisions, express identity, and engage with brands. The review synthesizes 45 peer-reviewed articles, applying thematic analysis and bibliometric mapping to identify key trends and knowledge gaps. Findings highlight empowered consumers, growing sustainability values, and challenges such as decision fatigue and privacy concerns. Digital behavior is also shaped by cultural and generational differences, requiring brands to adopt localized and ethical engagement strategies. Methodologically, the review reveals fragmentation in existing research and a need for more cross-cultural, longitudinal, and interdisciplinary approaches. The study offers practical insights for marketers and policymakers to better align with the expectations of modern, value-driven consumers. It also provides a roadmap for future research focused on ethical personalization, consumer trust, and inclusive digital strategies. This review contributes to a deeper understanding of how digital environments are reshaping consumer behavior and offers a framework for navigating the fast-evolving digital marketplace.
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