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The study explores how digital marketing affects UK retail consumer purchasing patterns by analyzing different digital channels’ success and their effects on customer engagement and buying decisions. The study adopted a systematic literature review to identify key trends. The research reveals multiple transformations that have taken place in the marketing processes and consumer behaviour patterns. Digital marketers show a preference for paid search since it consumes 50% of digital ad budgets but social media emerges as the leading platform for consumer engagement reaching 45% of users. Research highlights a discrepancy between exposure and effectiveness because 41% of consumers reported being bothered by Internet advertising. The research shows that search engines start the shopping process for 40% of consumers which emphasizes search optimization importance in current retail marketing strategies. The study indicates digital retail media advertising will grow to reach £7.88 billion by 2026 as digital channels become more vital in retail marketing. The research proposes actionable strategies for UK retailers that demand improved channel integration alongside enhanced data analysis and customer targeting techniques. The paper delivers knowledge for the theoretical and empirical advancement of digital marketing strategies and actions along with reinforcing critical methodological factors related to data availability and technology evolution. This study demonstrates a new consumer behavior pattern resulting from the COVID-19 pandemic where video content and social media continue to play essential roles in marketing strategies. The research shows key problems in measurement and attribution which require improved frameworks to compare marketing performance across different touch-points. Retail firms can benefit from practical guidance to boost their digital marketing strategies while the study simultaneously exposes research deficiencies in new technology adoption and post-pandemic consumer behaviour changes in global retail markets.

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The Role of Digital Marketing Approaches on Customer Purchasing Behaviour in the UK

  • 章节

  • 发表日期：

    2026年

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  • Abdur Rahman Chowdhury,
  • Khyati Marwah,
  • Nasir Iqbal,
  • Syeda Aqsa Zainab,
  • Javeria Aseer,
  • Ch Hasnain Zafar,
  • Soumaya Askri,
  • Arfeen Shah

摘要

The study explores how digital marketing affects UK retail consumer purchasing patterns by analyzing different digital channels’ success and their effects on customer engagement and buying decisions. The study adopted a systematic literature review to identify key trends. The research reveals multiple transformations that have taken place in the marketing processes and consumer behaviour patterns. Digital marketers show a preference for paid search since it consumes 50% of digital ad budgets but social media emerges as the leading platform for consumer engagement reaching 45% of users. Research highlights a discrepancy between exposure and effectiveness because 41% of consumers reported being bothered by Internet advertising. The research shows that search engines start the shopping process for 40% of consumers which emphasizes search optimization importance in current retail marketing strategies. The study indicates digital retail media advertising will grow to reach £7.88 billion by 2026 as digital channels become more vital in retail marketing. The research proposes actionable strategies for UK retailers that demand improved channel integration alongside enhanced data analysis and customer targeting techniques. The paper delivers knowledge for the theoretical and empirical advancement of digital marketing strategies and actions along with reinforcing critical methodological factors related to data availability and technology evolution. This study demonstrates a new consumer behavior pattern resulting from the COVID-19 pandemic where video content and social media continue to play essential roles in marketing strategies. The research shows key problems in measurement and attribution which require improved frameworks to compare marketing performance across different touch-points. Retail firms can benefit from practical guidance to boost their digital marketing strategies while the study simultaneously exposes research deficiencies in new technology adoption and post-pandemic consumer behaviour changes in global retail markets.