Digital Consumer Behaviour Across Developed and Emerging Economies: A Systematic Literature Review and Future Research

Abstract

Digital transformation has led to a significant change in consumer behaviour, changing the way individuals search for information, evaluate products, interact with brands and make purchase decisions. The global business environment has changed with the use of AI, social media platforms, mobile commerce and Digital marketing technologies. Today’s research, however, remains fragmented, with little comparative evidence on digital consumer behaviour across developed and emerging economies. The purpose of the present study is to systematically review and synthesise the literature on digital consumer behaviour, to identify the key factors influencing consumer decision-making, to compare behavioural patterns across countries and to propose future research directions.

Introduction

This text presents a systematic literature review of digital consumer behaviour, focusing on how technologies such as Artificial Intelligence (AI), social media, e-commerce, smartphones, digital payments, and personalised advertising are changing the way consumers search for information, interact with brands, and make purchasing decisions.

1. Background

Digital transformation has changed consumers from passive recipients of marketing into active participants who create reviews, share opinions, interact with brands, and influence other consumers through social media and electronic word-of-mouth (eWOM). AI further enables personalised recommendations, chatbots, predictive analytics, and automated marketing.

However, digitalisation also creates concerns about privacy, transparency, algorithmic bias, data security, and ethical use of consumer information.

2. Research Problem and Gap

Existing research often studies AI, social media, consumer trust, or digital experiences separately. There is limited research examining how these factors interact within a single framework, particularly across developed and emerging economies.

The major gaps identified are:

• Lack of integrated models combining AI, social media, trust, customer experience, and loyalty.
• Limited comparison between developed and emerging markets.
• Insufficient research on ethical AI, privacy, transparency, and algorithmic fairness.
• Under-representation of emerging economies.
• Limited understanding of how digital transformation contributes to long-term customer loyalty.

3. Aim and Research Questions

The study aims to critically review existing research, identify major themes and research gaps, and suggest future research directions in digital consumer behaviour.

It investigates:

• How digital consumer behaviour research has evolved.
• Factors influencing online purchasing decisions.
• Effects of AI and social media marketing.
• The role of digital customer experience.
• The importance of consumer trust.
• Differences between developed and emerging economies.
• Future research opportunities.

4. Methodology

The study uses a qualitative Systematic Literature Review (SLR) following the PRISMA framework.

Research articles were identified from databases including:

• Scopus
• Web of Science
• ScienceDirect
• Emerald Insight
• SpringerLink
• Taylor & Francis Online

Studies were screened based on relevance, duplication, peer-review status, theoretical contribution, and connection to digital consumer behaviour. The researchers then used thematic analysis to identify recurring patterns.

5. Major Themes

Digital technology adoption:
Consumers adopt digital platforms largely according to perceived usefulness, convenience, ease of use, time savings, and service quality. Adoption differs between countries because of variations in income, digital literacy, infrastructure, and consumer confidence.

Artificial Intelligence and personalisation:
AI improves consumer experiences through recommendation systems, chatbots, predictive analytics, and personalised marketing. However, consumers' willingness to use AI depends heavily on trust, privacy, transparency, and ethical data practices.

Social media marketing:
Platforms such as Instagram, TikTok, YouTube, and Facebook influence purchasing through:

• Online reviews and eWOM
• Influencer marketing
• User-generated content
• Online brand communities

Authenticity and credibility are particularly important for building engagement and purchase intention.

Consumer trust and privacy:
Trust reduces the uncertainty associated with online transactions. It is influenced by data security, privacy protection, platform reliability, brand reputation, and transparency. Consumers are more likely to adopt digital and AI-based services when companies clearly explain how their data is collected and used.

Digital customer experience:
Website usability, mobile applications, personalised recommendations, responsive customer service, and convenient digital payments influence customer satisfaction, repeat purchases, engagement, and loyalty.

Developed vs. emerging economies:
Developed economies generally have greater digital maturity because of stronger infrastructure, regulatory systems, and established online ecosystems. Emerging markets are experiencing rapid digital growth, particularly through smartphones, but may face challenges involving infrastructure, digital literacy, income, security, and cultural differences.

6. Key Findings

The review concludes that modern consumer behaviour is no longer determined mainly by price and product quality. It is increasingly shaped by a combination of:

Technology + Personalisation + Social Influence + Trust + Customer Experience + Cultural/Economic Context

AI can improve personalisation and decision-making, while social media strongly affects consumer opinions and purchasing decisions. At the same time, trust and ethical handling of personal data are essential for sustained digital adoption.

7. Future Research

The study recommends greater research into:

• Integrated models combining AI, social media, trust, and customer experience.
• Comparative studies between developed and emerging economies.
• Ethical AI, privacy, transparency, and algorithmic fairness.
• Long-term effects of digital transformation on customer loyalty.
• Cultural and economic factors influencing digital adoption.

Conclusion

One of the most active areas of business and management research nowadays is digital consumer behaviour. This comprehensive assessment of the literature shows that the main factors influencing contemporary consumer choices are artificial intelligence, social media marketing, consumer trust and digital customer experience. The study emphasises that due to variations in infrastructure, culture, economic growth and legal frameworks, successful digital consumer behaviour differs between developed and emerging economies. As a result, businesses should implement adaptable and market-specific digital strategies. Overall, by synthesising recent literature, highlighting significant research gaps, and suggesting future research objectives, this work adds to the expanding body of knowledge. Researchers, managers, and politicians looking to comprehend and address the evolving nature of digital consumer behaviour in the global economy will benefit greatly from the findings.

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Copyright

Copyright © 2026 Madhushri Koli, Jay Patel. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.