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

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.