Digital Marketing Dynamics: From Browsing to Buying

Dear Colleagues,

In the 21st century, events, evolutions, and changes have been experienced globally; such changes include the transformation to Industry 5.0, climate change, the COVID-19 pandemic, constant technological evolution, and Artificial Intelligence. These events have led companies to rethink their operating strategies, and the domain of marketing is no exception. Thus, companies have been forced to rethink investments in digital products and services, make novel market-entry decisions, and discover means of enhancing customer engagement and communication. In this accelerated scenario of the 21st century, the digital revolution has transformed the way in which companies operate and, on the other hand, how consumers make choices. With the rise of social media platforms and the emergence of artificial intelligence, digital marketing has become a critical driver of economic growth and consumer behavior. However, along with these advancements, significant challenges and future trends are shaping the trajectory of the digital marketing industry. In this dynamic environment, it is essential to study and recognize the impact of digital marketing on consumer choice and the broader economy. The convergence of globalization, technological innovation and changing consumer preferences presents opportunities and obstacles for companies looking to thrive in the digital age.

In this Topic, researchers and industry professionals are invited to explore the challenges and future trends in digital marketing and consumer choice. In this Topic, original research articles and reviews are welcome. Areas of interest include (but are not limited to) the following:

• The influence of digital marketing on consumer behavior and decision-making processes;
• Digital marketing campaigns and their impact;
• Digital strategy adoption and its impact;
• Digital presence, influencers, social networks;
• Digital marketing design (e.g., business model transformation);
• Innovative approaches to omnichannel marketing and customer engagement;
• AI in marketing;
• Case Studies related to this Topic.

By examining these topics, researchers can better understand the challenges and opportunities present in the digital marketing industry. Through collaboration and knowledge exchange, strategies can be developed to address these challenges and shape the future of digital marketing in a rapidly changing world. We look forward to receiving your contributions.

Prof. Dr. José Luís Mendes Loureiro Abrantes
Prof. Dr. Natália de Lima Figueiredo
Prof. Dr. Bruno Morgado Ferreira
Prof. Dr. Luís F. Martinez
Topic Editors