Bibliometric Analysis of Consumer Purchasing Decisions and Marketing Communication Strategies on E-Commerce Platforms
DOI:
https://doi.org/10.54518/ebh.5.5.2026.1541Keywords:
Bibliometric Analysis, Consumer Purchasing Decisions, Digital Marketing, E-Commerce, Marketing Communication StrategiesAbstract
The rapid growth of e-commerce and digital transformation has changed consumer purchasing behavior and increased the importance of marketing communication strategies in online marketplaces. This study aims to examine the development, dominant themes, and emerging research directions concerning consumer purchasing decisions and marketing communication strategies in e-commerce. A bibliometric analysis was conducted using 158 Scopus-indexed publications. The data were analyzed using VOSviewer to examine publication trends, keyword co-occurrence, overlay patterns, and keyword density. The findings show that publication activity increased substantially after 2022, indicating growing research interest in digital commerce and consumer decision-making. Keyword mapping identified three major clusters: digital marketing and marketing communication, consumer behavior and consumption, and sustainability and consumer satisfaction. Consumer behavior emerged as the central theme, with strong connections to marketing, purchasing, e-commerce, social media, and purchasing decisions. Recent research increasingly emphasizes digital marketing, social media, influencer marketing, green marketing, and consumer decision-making. The findings indicate a shift toward technology-driven and sustainability-oriented marketing research and highlight opportunities for future studies on artificial intelligence, personalization, e-WOM, digital trust, and data privacy.
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