The Impact of Marketing Strategies on Consumer Well-being in the Digital Era

Abstract

Digital transformation has fundamentally changed the marketing landscape, moving from a traditional
mass approach to an increasingly specific and technology-integrated strategy, significantly impacting
consumer interactions with brands. This dynamic change raises crucial questions about its impact on
consumer well-being (CWB). This research aims to examine how various marketing strategies in the
digital era shape consumer perceptions, behaviors, and ultimately, well-being. Using a qualitative literature review approach, this study analyzes the relevant literature on digital marketing strategies and
consumer well-being. The results of the literature review show that digital marketing has a multifaceted impact on CWB. It was found that elements such as the credibility of social media influencers can
increase CWB, while negative experiences, such as brand hatred caused by self-mismatch, can decrease well-being. In addition, consumer motivation and the influence of technology that is increasingly
profound (as in the era of Industry 4.0) play an important role in shaping consumer experience and its
implications for well-being. The conclusions affirm the importance of understanding the complex interactions between digital marketing strategies and CWBs for responsible marketing practices and future
research in an ever-evolving digital landscape.