Transforming digitally: A Systematic Literature Review of Consumer Behavior & Digital Transformation Interaction

The advent of digital transformation has revolutionized marketing, fundamentally altering the ways businesses engage with consumers and reshaping consumer behavior in the process. This abstract explores the multifaceted impact of digitalization on marketing practices and consumer interactions, with a focus on the challenges and opportunities presented by emerging digital technologies, the integration of omnichannel strategies, and the growing importance of data privacy and consumer trust. Drawing on key insights from high-impact academic literature, the abstract provides a comprehensive overview of the evolving marketing landscape, emphasizing the strategic implications for businesses operating in a digitally connected world.