Impact of Omnichannel Strategies on Consumer Behavior in Digital Marketing Environments
Keywords:
Omnichannel marketing, consumer behavior, digital marketing, channel integration, customer experience, brand loyaltyAbstract
The rise of digital platforms has transformed traditional marketing paradigms, placing increasing importance on omnichannel strategies that integrate online and offline channels to create seamless customer experiences. This paper investigates how omnichannel marketing affects consumer behavior, purchasing decisions, and brand loyalty. Through literature synthesis, data representation, and framework analysis, the study highlights key drivers, behavioral shifts, and managerial implications of omnichannel approaches in modern digital ecosystems.
References
Verhoef, P.C., et al. (2015). From multichannel retailing to omnichannel retailing. Journal of Retailing
Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue: Information management in retail. International Journal of Information Management
Juaneda-Ayensa, E., et al. (2016). Omnichannel customer behavior. Computers in Human Behavior
Brynjolfsson, E., et al. (2013). Showrooming and the changing retail landscape. Management Science
Lemon, K.N., & Verhoef, P.C. (2016). Understanding customer experience. Journal of Marketing
Kumar, V., & Venkatesan, R. (2017). Customer engagement in an omnichannel world. Journal of Retailing
Pantano, E., & Priporas, C.V. (2016). The effect of mobile retailing on consumers. Journal of Retailing and Consumer Services
Melero, I., Sese, F.J., & Verhoef, P.C. (2016). Recasting the customer experience. Journal of Service Research
Cao, L., & Li, L. (2015). The impact of cross-channel integration on retailers' sales. Journal of Retailing
Herhausen, D., et al. (2015). The impact of cross-channel synergy. Journal of Retailing.
Krishnabhaskar Mangalasserri, K.K. Ramachandran, Niharika Singh, M. Jagadish Kumar, M. Sivakoti Reddy, and Pramod Kumar. International Journal of Electronic Customer Relationship Management 2025 15:3, 222-247
K.K. Ramachandran, Budhi Sagar Mishra, Himani Oberai, Gazala Masood, Ila Mehrotra Anand, and Nidhi Shukla. International Journal of Intelligent Enterprise 2025 12:2, 126-147.
Singh, A., Ramachandran, K.K., Krishna, S.H. et al. A novel and secured bitcoin method for identification of counterfeit goods in logistics supply management within online shopping. Int. j. inf. tecnol. 16, 5371–5377 (2024).
Ramachandran, K. (2024). The Role of Artificial Intelligence in Enhancing Financial Data Security. 3. 1-11.
Ramachandran, K., Stanleydhinakar, M., Navaneethan, M. et al. Photoelectrochemical water oxidation of surface functionalized Zr-doped α-Fe2O3 photoanode. J Mater Sci: Mater Electron 35, 687 (2024).
K.K. Ramachandran, Budhi Sagar Mishra, Himani Oberai, Gazala Masood, Ila Mehrotra Anand, and Nidhi Shukla. International Journal of Intelligent Enterprise 2025 12:2, 126-147.
Tanwar, Sarika & Balavenu, Roopa & H H, Ramesha & Tiwari, Mohit & K K, Ramachandran & Kumar, Dilip. (2023). Applied Cryptography in Banking and Financial Services for Data Protection. 10.1201/9781003405580-10.
Hasbullah, N. N., Kiflee, A. K. R., Arham, A. F., Anwar, S., & K.K, R. (2025). Leveraging Mobile Distribution Platforms to Drive E-Waste Recycling Satisfaction of Gen Z in Malaysia*., 23(6), 1-11,
K K, Ramachandran & K K, Karthick & Kalyan, Nalla Bala & Tiwari, Mohit & Raju, G & Ganesh, Kote. (2024). Improving Retail Industry Inventory Management Using Machine Learning. 10.1201/9781003490890-28.
Ramachandran, K. (2024). Population Health Management Through Predictive Analytics. 1. 1-9.
K. K. Ramachandran, S. Takhar, M. K. Jha, J. D. Patel, N. Randhawa and M. Lourens, "Revolutionising Industries and Empowering Human Potential with Artificial Intelligence Tools and Applications," 2024 International Conference on Trends in Quantum Computing and Emerging Business Technologies, Pune, India, 2024, pp. 1-6,
S. K. Singh, K. K. Ramachandran, S. Gangadharan, J. D. Patel, A. P. Dabral and M. K. Chakravarthi, "Examining the Integration of Artificial Intelligence and Marketing Management to Transform Consumer Engagement," 2024 International Conference on Trends in Quantum Computing and Emerging Business Technologies, Pune, India, 2024, pp. 1-5.
K K, Ramachandran. (2024). Exploring Case Studies and Best Practices for Ai Integration in Workplace Adoption. 1. 1-10.
Hasbullah, N. N., Kiflee, A. K. R., Anwar, S., & Ramachandran, K. K. (2024). Mapping the trend of digital transformation in omni-channel retailing: a bibliometric analysis Marketing and Management of Innovations, 15(1), 29–40.
M. A. Awadh, K. K. Karthick and K. K. Ramachandran, "Cognitive Computing in E-Commerce Enhancing Supply Chain Management," 2024 7th International Conference on Contemporary Computing and Informatics (IC3I), Greater Noida, India, 2024, pp. 1643-1648.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Jansen Pieter Chen (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
