Digital Marketing Influence Research in Consumer Behavior : A Systematic Literature Review Using TCCM and Future Research Agenda

Authors

  •   Sindhuja Pappu Research Scholar, GITAM School of Business, Gandhi Institute of Technology and Management, Deemed to be University, Rushikonda, Visakhapatnam - 530 045, Andhra Pradesh
  •   V. V. Devi Prasad Kotni Associate Professor (Corresponding Author), GITAM School of Business, Gandhi Institute of Technology and Management, Deemed to be University, Rushikonda, Visakhapatnam - 530 045, Andhra Pradesh
  •   Iragavarapu Lakshmi Prasanna Assistant Professor, Samata Degree College, Visakhapatnam, Andhra Pradesh
  •   S. V. S. S. P. Jaya Sankar Krishna Research Scholar, GITAM School of Business, Gandhi Institute of Technology and Management, Deemed to be University, Rushikonda, Visakhapatnam - 530 045, Andhra Pradesh

DOI:

https://doi.org/10.17010/ijom/2025/v55/i6/175108

Keywords:

consumer behavior, SLR, TCCM, PRISMA, digital marketing
Publication Chronology :Paper Submission Date : September 5, 2024 ; Paper sent back for Revision : March 21, 2025 ; Paper Acceptance Date : May 20, 2025 ; Paper Published Online : June 15, 2025

Abstract

Purpose : The study aimed to explore how digital marketing influences consumer behavior through a systematic literature review using the theory context characteristics methods (TCCM) framework. The purpose was to identify key factors, gaps, and trends in the literature while offering suggestions for future research.

Design/Methodology/Approach : The PRISMA model was used to identify, screen, make eligible, and include suitable documents for the study. A total of 112 papers were identified for this systematic literature review, which was performed using the TCCM framework.

Findings : The most widely used theories were the technology acceptance model, attribution theory, cognitive development theory, theory of planned behavior, and theory of reasoned action. Various frequent contexts were found to be branding, e-WOM, repurchase intention, etc. The characteristics were websites, social media, search engines, digital platforms, etc. The various methods were SEM, DEMATEL, online reviews, etc.

Research Implications : The study offered a holistic overview of the literature on consumer behavior influenced by digital marketing and tracing the evolution of digital marketing research in this domain. The study was able to provide future research directions in the domain.

Practical Implications : The study highlighted how important it is for digital marketing components, more precisely, attributes, to impact consumer perceptions of products and businesses positively. To prevent impulsive purchases, practitioners should ensure that all the information they use in their marketing, advertising, and promotional strategies is provided.

Originality/Value : This is one of the foremost studies that explored theories, contexts, characteristics, and methods related to digital marketing’s influence on consumer behavior using the TCCM method, which is very useful for the digital marketing industry.

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Published

2025-06-15

How to Cite

Pappu, S., Kotni, V. V. D. P., Prasanna, I. L., & Krishna, S. V. S. S. P. J. S. (2025). Digital Marketing Influence Research in Consumer Behavior : A Systematic Literature Review Using TCCM and Future Research Agenda. Indian Journal of Marketing, 55(6), 9–28. https://doi.org/10.17010/ijom/2025/v55/i6/175108

Issue

Volume 55, Issue 6, June 2025

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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