نوع مقاله : مقاله پژوهشی
دانشجوی کارشناسی ارشد، مدیریت کسب و کار گرایش سیستم ها و فناوری اطلاعات،پیام نورواحد تهران غرب،تهران،ایران
عنوان مقاله [English]
This study examines recent research on the role of digital marketing in consumer behavior, which focuses on three dimensions: (1) mobile applications, (2) social media platforms, and (3) Electronic word of mouth. The main purpose of this study is to clarify the role of digital marketing on consumer behavior with a particular focus on the tourism sector. This study helps guide the future advances of digital marketing in the field of tourism by strengthening the body of related science and knowledge. The literature thoroughly demonstrates the importance of digital communications for tourism competitiveness, word-of-mouth marketing, tourist behavior, and their use of social media and mobile applications. This study also participates in the academic field by identifying some gaps in existing research and providing a blueprint for both future research and a possible roadmap for decision makers.