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Highly informed consumers actively seek news, knowledge, and inspiration and often interact with multiple touchpoints over an extended period before purchasing. Thus, companies face diverse and complex challenges in engaging with and retaining consumers in virtual contexts. This systematic literature review aims to understand what influences consumer behavior, that is, the impact of digital marketing on online shopping. Based on Web of Science database articles, bibliometric analysis was used to verify the state-of-the-art of digital marketing in consumer behavior topics. This study systematizes the existing literature into six themes: (1) Digital Consumer Behavior and E-Commerce Dynamics; (2) Engagement Strategies in a Virtual Environment; (3) Factors Influencing Online Consumer Decisions and Digital Strategies; (4) E-Commerce in the Era of Social and Technological Change; (5) Innovative Approaches to Digital Consumer Engagement; and (6) Digital Transformation and Cross-Channel Shopping Behavior. The results provide insights and help to develop a more profound understanding of this theme. An agenda for further research is presented based on the existing literature.<\/jats:p>","DOI":"10.3390\/jtaer20010025","type":"journal-article","created":{"date-parts":[[2025,2,7]],"date-time":"2025-02-07T09:02:42Z","timestamp":1738918962000},"page":"25","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":22,"title":["The Role of Digital Marketing in Online Shopping: A Bibliometric Analysis for Decoding Consumer Behavior"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-8548-8804","authenticated-orcid":false,"given":"Nat\u00e1lia","family":"Figueiredo","sequence":"first","affiliation":[{"name":"NECE\u2014Research Center for Business Sciences, University of Beira Interior, 6200-209 Covilh\u00e3, Portugal"},{"name":"Research Center in Digital Services (CISeD), Higher School of Technology and Management of Viseu, Polytechnic Institute of Viseu, 3504-510 Viseu, Portugal"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7102-7804","authenticated-orcid":false,"given":"Bruno M.","family":"Ferreira","sequence":"additional","affiliation":[{"name":"Research Center in Digital Services (CISeD), Higher School of Technology and Management of Viseu, Polytechnic Institute of Viseu, 3504-510 Viseu, Portugal"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0565-7207","authenticated-orcid":false,"given":"Jos\u00e9 Lu\u00eds","family":"Abrantes","sequence":"additional","affiliation":[{"name":"Research Center in Digital Services (CISeD), Higher School of Technology and Management of Viseu, Polytechnic Institute of Viseu, 3504-510 Viseu, Portugal"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9554-5374","authenticated-orcid":false,"given":"Luis F.","family":"Martinez","sequence":"additional","affiliation":[{"name":"Nova School of Business and Economics, Universidade Nova de Lisboa, 2775-405 Carcavelos, Portugal"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,2,7]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"101912","DOI":"10.1016\/j.jretconser.2019.101912","article-title":"Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective","volume":"52","author":"Park","year":"2020","journal-title":"J. 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