Journal of Advanced Research in Digital Marketing Strategies and Consumer Behavior Analytics

The Role of Big Data and AI in Shaping Consumer-Centric Digital Marketing Strategies: A Systematic Review

Vipul Kumar Singh — 2026-01-29

The emergence of Big Data and Artificial Intelligence (AI) has revolutionised the landscape of
digital marketing, transforming traditional approaches into data-driven, consumer-centric
strategies. This systematic review examines the role of Big Data analytics and AI technologies in
shaping personalised marketing campaigns, enhancing customer engagement, and improving
decision-making. Drawing on recent empirical studies and theoretical models, the review
explores how predictive analytics, machine learning, natural language processing, and
recommender systems enable firms to analyse consumer behaviour, segment audiences, and
deliver targeted content in real time. The findings reveal that integrating Big Data and AI leads
to more efficient resource allocation, higher customer retention, and stronger brand loyalty.
However, challenges related to data privacy, algorithmic bias, and ethical transparency remain
significant barriers to adoption. The paper concludes by identifying research gaps and suggesting
directions for developing sustainable, ethical, and consumer-orientated digital marketing
ecosystems.

Augmented Reality and Blockchain: Emerging Technologies Transforming Digital Marketing and Consumer Behavior

Anirudh Dhawan — 2026-01-29

This review explores the convergence of two transformative technologies — Augmented Reality (AR) and Blockchain — within the domains of digital marketing strategy and consumer behaviour analytics. Together, these technologies represent a paradigm shift in how organisations engage consumers, generate behavioural insights, and maintain data integrity. Augmented Reality (AR) enhances consumer experience by enabling immersive, interactive, and personalised engagement across virtual environments, thereby enriching behavioural data capture and facilitating real-time analytics. In contrast, blockchain technology offers a decentralised framework that ensures data integrity, transparency, authenticity, and trust, while also enabling new forms of value exchange and tokenisation in digital ecosystems. This review systematically synthesises existing literature on the applications, benefits, limitations, and synergies of AR and blockchain technologies in marketing and consumer research. Studies highlight that AR improves consumer engagement, brand recall, and purchase intention through sensory immersion, while blockchain ensures secure data provenance, verifiable transactions, and transparent supply chains. The integration of these technologies has given rise to innovative concepts such as phygital marketing, tokenised loyalty programmes, AR-enabled NFTs, and metaverse-based brand experiences, all of which redefine consumer-brand interactions.

Methodologically, we analyse emerging research that combines AI-driven analytics, AR-based behavioural tracking, and blockchain-led data governance, emphasising their implications for marketing ethics, consumer trust, and sustainable business models. Despite their potential, challenges persist in interoperability, scalability, cost-efficiency, and regulatory compliance, which limit mainstream adoption. Furthermore, the psychological and behavioural effects of immersive, blockchain-backed marketing systems remain underexplored, requiring deeper empirical and theoretical inquiry.

Integrating Immersive Experiences and Secure Data: AR and Blockchain Applications in Modern Digital Marketing

Sushmitha Priyanka — 2026-01-29

In the rapidly evolving digital marketing landscape, two emerging technologies—augmented
reality (AR) and blockchain—are gaining traction as transformative tools. AR offers immersive,
interactive consumer experiences, while blockchain provides a secure, transparent, and
decentralised data infrastructure. This review explores the application of AR and blockchain
individually in digital marketing and then delves into their convergence: how immersive
brandconsumer experiences enabled by AR can be underpinned by trustworthy data capture and
tokenised mechanisms enabled by blockchain. It discusses theoretical foundations, practical
applications, benefits, challenges, and future research directions. The goal is to provide a
roadmap for scholars, practitioners, and policymakers seeking to integrate immersive
experiences with secure data frameworks in modern marketing strategies.

From Engagement to Trust: How AR and Blockchain Are Shaping Digital Marketing and Consumer Behavior Analytics

Pradeep Mehra — 2026-01-29

In the dynamic landscape of digital marketing, brands must capture consumer engagement while
building trust and harnessing behavioural insights. Two emerging technologies—augmented
reality (AR) and blockchain—are increasingly deployed to deliver immersive experiences and
secure data flows. This review explores how AR enables compelling interactions that drive
engagement and how blockchain supports transparency, data integrity, and trust, which are
critical for consumer behaviour analytics. Finally, it discusses the integrative potential of AR and
blockchain for advanced marketing strategies, analytics, and future research directions.

Jannat Qureshi — 2026-01-29

In the rapidly evolving digital marketing environment, social media and influencer-driven
engagement have become pivotal components of strategic brand communication. This review
explores how social media platforms, influencer marketing, and consumer engagement
interrelate, synthesising recent empirical and theoretical research. It covers platform and format
choices, influencer-selection strategies, content mechanisms (such as storytelling and
authenticity), engagement metrics, consumer behaviour outcomes, measurement challenges, and
emerging ethical and technological considerations. Key findings highlight that influencer
credibility, content value, platform affordances, and consumer trust are major drivers of
engagement and purchase intention. The paper concludes by identifying gaps—such as platform-
specific effects, longitudinal relationship development, and advanced analytics approaches—and
suggests directions for future research. The review offers practical implications for brands
seeking effective digital marketing strategies in a fragmented and data-rich ecosystem.