Journal of Economic, Finance Research and Review (JEFRR) · Research article · Open access
Digital Marketing Transformation and Consumer Purchase Behaviour in Post-Pandemic Markets
Rezwan Hossain, Muhammad Shoaib, Darda Rahman
31 October 2026 · Vol. 2, Issue 10, pp. 761-763
DOI: 10.65150/EP-jefrr/V2E10/2026-08 (registration with Crossref in progress)
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What is this article about?
The rapid acceleration of digital marketing channels — including social media advertising, influencer partnerships, and personalised e-commerce experiences — has fundamentally reshaped consumer purchase behaviour in the post-pandemic era. This study examines how digital marketing strategies influence consumer trust, brand loyalty, and purchase intent across different demographic segments, with particular attention to the role of data-driven personalisation and targeted advertising.
Article at a glance
- Published
- 31 October 2026
- Volume / issue / pages
- Vol. 2, Issue 10, pp. 761-763
- ISSN
- 3051-3650 (online) · 3051-3642 (print)
- Licence
- CC BY 4.0 — free to read and reuse with attribution
- Peer review
- Double-blind, at least two independent reviewers
- Publisher
- EP Journals Group
Abstract
The rapid acceleration of digital marketing channels — including social media advertising, influencer partnerships, and personalised e-commerce experiences — has fundamentally reshaped consumer purchase behaviour in the post-pandemic era. This study examines how digital marketing strategies influence consumer trust, brand loyalty, and purchase intent across different demographic segments, with particular attention to the role of data-driven personalisation and targeted advertising. Drawing on survey data from 428 consumers and engagement analytics from 15 brands operating across multiple digital platforms, the paper investigates which marketing approaches most effectively convert online engagement into sustained purchasing behaviour. The findings reveal that personalisation strategies yield diminishing returns once consumers perceive excessive targeting, highlighting a critical balance point for marketers. The paper offers practical implications for marketing practitioners and contributes to consumer behaviour literature on trust and engagement in digitally-mediated markets.
Keywords: digital marketing, consumer behaviour, personalisation, purchase intent, brand loyalty, ad fatigue, post-pandemic, social media advertising
Cite this article
Rezwan Hossain, Muhammad Shoaib, & Darda Rahman (2026). Digital Marketing Transformation and Consumer Purchase Behaviour in Post-Pandemic Markets. Journal of Economic, Finance Research and Review, 2(10), 761-763. https://www.ep-journals.org/articles/digital-marketing-transformation-and-consumer-purchase-behaviour-in-post-pandemic-54bab854
@article{Rezwan2026,
title = {Digital Marketing Transformation and Consumer Purchase Behaviour in Post-Pandemic Markets},
author = {Rezwan Hossain and Muhammad Shoaib and Darda Rahman},
journal = {Journal of Economic, Finance Research and Review},
year = {2026},
volume = {2},
number = {10},
pages = {761-763},
url = {https://www.ep-journals.org/articles/digital-marketing-transformation-and-consumer-purchase-behaviour-in-post-pandemic-54bab854}
}Questions about this article
Who wrote this article?
Rezwan Hossain, Muhammad Shoaib, Darda Rahman.
Where and when was it published?
In Journal of Economic, Finance Research and Review, Volume 2, Issue 10, pages 761-763, published by EP Journals Group on 31 October 2026.
Is this article free to read?
Yes. It is open access under a Creative Commons Attribution 4.0 (CC BY 4.0) licence, so anyone can read, share and reuse it with attribution.
What is the DOI of this article?
10.65150/EP-jefrr/V2E10/2026-08. Registration with Crossref is in progress.
How do I cite this article?
APA: Rezwan Hossain, Muhammad Shoaib, & Darda Rahman (2026). Digital Marketing Transformation and Consumer Purchase Behaviour in Post-Pandemic Markets. Journal of Economic, Finance Research and Review, 2(10), 761-763. https://www.ep-journals.org/articles/digital-marketing-transformation-and-consumer-purchase-behaviour-in-post-pandemic-54bab854
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