Digital Communication Strategies and Purchase Behavior: A Business Management Approach

Abstract

This study presents a systematic literature review examining the relationship between digital communication strategies and consumer purchase behavior from a business management perspective. Drawing on 87 peer-reviewed articles published between 2019 and 2025 and indexed in Scopus and Web of Science, this review synthesizes extant knowledge on how organizations leverage digital channels—including social media marketing, content marketing, influencer marketing, search engine optimization, email marketing, and omnichannel integration—to shape consumer decision-making processes. The analysis is grounded in a multi-theoretical framework integrating the Stimulus-Organism-Response (S-O-R) model, the Technology Acceptance Model (TAM), Uses and Gratifications Theory (U&G), and the Elaboration Likelihood Model (ELM). Findings reveal that digital communication strategies exert significant influence on purchase intention and behavior through mediating mechanisms such as perceived trust, brand engagement, perceived value, and electronic word-of-mouth (eWOM). The review further identifies personalization, data-driven decision-making, and omnichannel coherence as critical managerial competencies that moderate the effectiveness of digital communication efforts. Theoretical contributions include the development of an integrative conceptual framework linking digital communication modalities to consumer behavioral outcomes within the domain of strategic business management. Practical implications for managers navigating digital transformation are discussed, alongside an agenda for future research addressing emerging technologies, cross-cultural dimensions, and ethical considerations in digital marketing communications.