Keywords
Cyber Psychology
Online Marketing
Purchasing Decisions
How to Cite
Abstract
The rapid development of digital technology has created a complex online marketing ecosystem, shaping consumer behavior to become increasingly connected and driven by digital stimuli, thus encouraging the need for in-depth study of Consumer Cyber Psychology in a marketing context. This research aims to analyze how consumer behavior is influenced by digital psychological elements, how online marketing strategies shape shopping decision patterns, and how digital experiences shape consumer beliefs and perceptions. This qualitative research uses a literature study approach by examining secondary data from articles and scientific journals published in 2020–2025, and using content analysis to interpret the patterns and conceptual relationships that emerge. Results and Discussion: Results show that consumer behavior is triggered by digital psychological elements (visuals, narratives, social testimonials, personalization, and gamification), while online marketing strategies (promotions, branding, recommendations) accelerate and direct shopping decision patterns. Additionally, the quality of the digital experience (system reliability and transparency) is essential in building trust and positive perceptions. Conclusion: Digital consumption behavior is formed through structured, personalized and socially validated experiences, resulting in responsive decision patterns and is strongly influenced by the dynamics of the digital ecosystem.
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