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The Role of Marketing Technology in Shaping Chinese Millennials' Purchasing Decisions: A Systematic Literature Review

Year: 2025

Type: review

Abstract: Marketing Technology (MarTech) has revolutionized digital marketing by integrating artificial intelligence (AI), big data analytics, automation, and personalization.This paper explores how MarTech influences Chinese Millennials' purchasing behavior, focusing on AI-driven recommendations, social commerce, and influencer marketing.A systematic literature review method is adopted, synthesizing recent studies on MarTech applications and their impact on consumer decision-making.Findings indicate that MarTech significantly enhances consumer engagement, trust, and loyalty but also raises ethical concerns regarding data privacy and manipulation.Future research should address long-term brand loyalty, regulatory challenges, and cross-cultural differences in MarTech adoption.

Source: International Journal of Academic Research in Business and Social Sciences

DOI: 10.6007/ijarbss/v15-i4/25267

Authors: Chen Yuliang, Masri Abdul Lasi

Institution: City University Malaysia

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409695892

FWCI:

Cites: 28

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Related to: 10