Mapping Trend of Digital Marketing Shapes Consumer Behaviour Across Indonesia: A Literature Review and Integration of Artificial Intelligence on Research Design for Future Research
DOI:
https://doi.org/10.38035/sijdb.v2i4.169Keywords:
Systematic Literature Review, Brand Trust, Digital Marketing, Consumer Behaviuor, Artificial IntelligenceAbstract
This study presents a systematic literature review that maps the development of digital marketing research and its influence on consumer behavior across Indonesia, with an emphasis on the integration of Artificial Intelligence (AI) in future research design. Using content analysis on 60 journal articles published between 2012 and 2025, the study identifies five dominant variables—purchase decision, social media marketing, influencer marketing, brand trust, and brand image—alongside prevailing analytical methods, including Structural Equation Modeling (SEM) and Multiple Linear Regression. Bibliometric mapping through VOSviewer reveals clusters of thematic focus such as consumer engagement, digital branding, and e-commerce localization. The study also highlights trending topics over time, showing a shift from traditional marketing elements to AI-enhanced strategies. Furthermore, this paper proposes a conceptual framework linking AI applications with social media marketing, influencer marketing, and brand trust to guide future empirical studies. Findings underscore the growing academic and practical relevance of AI in digital marketing, and offer a foundation for predictive, data-driven approaches to understanding Indonesian consumer behavior.
References
Ali Abbasi, G., Abdul Rahim, N. F., Wu, H., Iranmanesh, M., & Keong, B. N. C. (2022).
Determinants of SME’s social media marketing adoption: competitive industry as a moderator. Sage Open, 12(1), 21582440211067220.
Amalanathan, S., & Reddy-Best, K. L. (2024). Modesty in business, bold in fashion:
entrepreneurial experiences of U.S. Muslim women in niche fashion markets. Journal of
Innovation and Entrepreneurship, 13(1). https://doi.org/10.1186/s13731-024-00420-5
Ameen, N., Sharma, G. D., Tarba, S., Rao, A., & Chopra, R. (2022). Toward advancing theory on creativity in marketing and artificial intelligence. Psychology & Marketing,
(9), 1802–1825.
Basha, M. (2023). Impact of artificial intelligence on marketing. East Asian Journal of
Multidisciplinary Research, 2(3), 993–1004.
Belanche, D., Guinalíu, M., & Albás, P. (2022). Customer adoption of p2p mobile payment systems: The role of perceived risk. Telematics and Informatics, 72. https://doi.org/10.1016/j.tele.2022.101851
Cepeda-Carrión, I., Leal-Millán, A. G., Ortega-Gutierrez, J., & Leal-Rodriguez, A. L. (2015).
Linking unlearning with service quality through learning processes in the Spanish banking industry. Journal of Business Research, 68(7), 1450–1457.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Cuong, D. T. (2020). The role of brand trust as a mediator in the relationship between brand satisfaction and purchase intention. International Journal of Psychosocial Rehabilitation, 24(6), 14726–14735.Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia-Social and Behavioral Sciences, 148,119–126.
Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35–54.
Efendio?lu, ?. (2023). The change of digital marketing with artificial intelligence. The 7th International Conference on Applied Research in Management, Economics and Accounting—2023. DOI, 10.
Fauzi, A., & Pradipta, I. W. (2018). Research methods and data analysis techniques in education articles published by Indonesian biology educational journals. JPBI (Jurnal Pendidikan Biologi Indonesia), 4(2), 123–134.
Fu, Y., Wang, Y., Ye, X., Wu, W., & Wu, J. (2023). Satisfaction with and Continuous Usage Intention towards Mobile Health Services: Translating Users’ Feedback into Measurement. Sustainability (Switzerland), 15(2). https://doi.org/10.3390/su15021101
Ginting, N., Rahman, N. V., & Sembiring, G. (2017). Tourism development based on geopark in Bakkara Caldera Toba, Indonesia. IOP Conference Series: Materials Science and Engineering, 180(1), 12086.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841.
Gökerik, M., & Akta?, Ö. (2024). Digital marketing trends reshaped by artificial intelligence: A bibliometric approach. JOEEP: Journal of Emerging Economies and Policy, 9(1), 75–90.
Guerra-Tamez, C. R., Kraul Flores, K., Serna-Mendiburu, G. M., Chavelas Robles, D., & Ibarra Cortés, J. (2024). Decoding Gen Z: AI’s influence on brand trust and purchasing behavior. Frontiers in Artificial Intelligence, 7, 1323512.
Harbor, L. C., & Hunt, C. A. (2021). Indigenous tourism and cultural justice in a Tz’utujil Maya community, Guatemala. Journal of Sustainable Tourism, 29(2–3), 214–233. https://doi.org/10.1080/09669582.2020.1770771
Hasan, M., & Sohail, M. S. (2021). The influence of social media marketing on consumers’ purchase decision: investigating the effects of local and nonlocal brands. Journal of International Consumer Marketing, 33(3), 350–367.
Hasan, R., Shams, R., & Rahman, M. (2021). Consumer trust and perceived risk for voice- controlled artificial intelligence: The case of Siri. Journal of Business Research, 131,
–597. https://doi.org/10.1016/j.jbusres.2020.12.012
Ibrahim, B., Aljarah, A., & Ababneh, B. (2020). Do Social Media Marketing Activities Enhance Consumer Perception of Brands? A Meta-Analytic Examination. Journal of Promotion Management, 26(4), 544–568. https://doi.org/10.1080/10496491.2020.1719956
Jhawar, A., Kumar, P., & Varshney, S. (2023). The emergence of virtual influencers: a shift in the influencer marketing paradigm. Young Consumers, 24(4), 468–484.
Kharis, S. A. A., Zili, A. H. A., Putri, A., & Robiansyah, A. (2024). Unveiling the Potential of Artificial Intelligence in Digital Marketing for Universitas Terbuka. E3S Web of Conferences, 483, 3014.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity?
An empirical study of luxury fashion brand. Journal of Business Research, 65(10),
–1486.
Koay, K. Y., Teoh, C. W., & Soh, P. C. H. (2021). Instagram influencer marketing: Perceived social media marketing activities and online impulse buying. First Monday, 26(9).Liu, Z. (n.d.). A Study on English Translation of Tourism Publicity in Coastal Cities from the
Perspective of Cross-cultural Communication. Source: Journal of Coastal Research,
(115), 87–89. https://doi.org/10.2307/48640396
Lütjen, H., Schultz, C., Tietze, F., & Urmetzer, F. (2019). Managing ecosystems for service innovation: A dynamic capability view. Journal of Business Research, 104, 506–519.
Martynenko, M., & Demchenko, H. (2023). Developing and implementing digital marketing strategies of the future: toward improving product quality and competitiveness. Futurity Economics&Law, 3, 63–84. https://doi.org/10.57125/fel.2023.03.25.07
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2022). What makes go-jek go in indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. https://doi.org/10.3390/jtaer17010005
Nawastuti, N. (2023). Pengaruh Influencer dan E-WOM terhadap Loyalitas Pelanggan
Melalui Kepuasan Pelanggan sebagai Variabel Mediasi Pada Pelanggan TikTok Shop.
Jurnal Informatika Ekonomi Bisnis, 1415–1421.
Nirwana, A., Kusuma, R. P., & Pradana, A. P. (2023). Implementation of artificial intelligence in digital marketing development: A thematic review and practical exploration. Jurnal Manajemen Bisnis, Akuntansi Dan Keuangan, 2(1), 85–112.
Nylander, J. (2017). Indonesia just became the fastest-growing m-commerce market.
Retrieved June, 11, 2018.
Patrizi, M., Šeri?, M., & Vernuccio, M. (2024). Hey Google, I trust you! The consequences of brand anthropomorphism in voice-based artificial intelligence contexts. Journal of Retailing and Consumer Services, 77, 103659.
Pillarisetty, R., & Mishra, P. (2022). A review of AI (artificial intelligence) tools and customer experience in online fashion retail. International Journal of E-Business Research (IJEBR), 18(2), 1–12.
Rabby, F., Chimhundu, R., & Hassan, R. (2021). Artificial Intelligence in Digital Marketing Influences Consumer Behaviour: a Review and Theoretical Foundation for Future Research. Academy of Marketing Studies Journal, 25(5), 1–7.
Saleh, R. A., & Zeebaree, S. R. M. (2025). Artificial Intelligence in E-commerce and Digital Marketing: A Systematic Review of Opportunities, Challenges, and Ethical Implications. Asian Journal of Research in Computer Science, 18, 395–410.
Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport
Management, 66, 36–41.
Sterne, J. (2017). Artificial intelligence for marketing: practical applications. John Wiley & Sons.
Sun, Y., Huang, Y., Fang, X., & Yan, F. (2022). The purchase intention for agricultural products of regional public brands: examining the influences of awareness, perceived quality, and brand trust. Mathematical Problems in Engineering, 2022(1), 4991059.
Tatar, ?. B., & Eren-Erdo?mu?, ?. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16, 249–263.
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing
activities in e-commerce industry: Scale development & validation. Telematics and
Informatics, 34(7), 1294–1307.
Ziakis, C., & Vlachopoulou, M. (2023). Artificial intelligence in digital marketing: Insights from a comprehensive review. Information, 14(12), 664.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Hermansyah Hermansyah, Doni Sugianto Sihotang, Ridho Rafqi Ilhamilimy, Mohamad Rizan, Setyo Ferry Wibowo
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright :
Authors who publish their manuscripts in this journal agree to the following conditions:
- Copyright in each article belongs to the author.
- The author acknowledges that the Siber International Journal of Digital Business (SIJDB) has the right to be the first to publish under a Creative Commons Attribution 4.0 International license (Attribution 4.0 International CC BY 4.0).
- Authors can submit articles separately, arrange the non-exclusive distribution of manuscripts that have been published in this journal to other versions (for example, sent to the author's institutional repository, publication in a book, etc.), by acknowledging that the manuscript has been published for the first time at Siber International Journal of Digital Business (SIJDB).
