Managing B2C digital marketing communication

Purpose The aim of this paper is to improve the understanding of management of B2C digital marketing communication tools as a multifaceted phenomenon based on influences on customer behaviour in the modern marketplace. This study aims to develop a theoretical framework that integrates a selection of digital marketing tools and explains how they affect various aspects of consumer behaviour. Design/methodology/approach This study focuses on the analysis of scientific literature and an empirical quantitative survey of Lithuanian consumers. It is aimed at finding out which digital marketing communication tools have the greatest and least impact on consumers’ decisions at different stages of consumer behaviour. The survey results are based on 393 questionnaires. Findings Based on the analysis of scientific literature and our survey, the authors found out that a comprehensive framework should encompass four different stages of consumer behaviour and six of the most popular digital marketing communication tools. A model was developed based on theory and practice, which depicts the relevance of the particular B2C digital marketing communication tools at a given stage of consumer behaviour, where there is a greater impact on consumer behaviour. The findings of this study have implications that can serve as a theoretical basis for further research in this field. Research limitations/implications The limitation of this quantitative study is that it used a relatively small sample and cannot, therefore, be generalised beyond the Lithuanian context. Practical implications The study’s results could have practical implications for organizations that wish to foster management of communication with consumers. The practical implications can help marketing managers develop effective strategies for managing B2C digital marketing communication tools. By understanding the four different stages of consumer behaviour and the effect of different digital marketing communication tools, managers can make informed decisions about their implementation that improve customer engagement and satisfaction. Therefore, these findings present an opportunity for a comprehensive understanding of how B2C digital marketing communication tools influence consumer behaviour, empowering managers to optimize their B2C digital marketing communication strategies. Originality/value The lack of agreement in trying to categorize different types of B2C marketing communication tools does not allow us to see a wider perspective for managerial strategies to influence consumer behaviour. Most research has focused on the impact of single-channel marketing on consumer behaviour, but many modern digital marketing strategies use omnichannel approaches. This paper fills this gap by developing the relevant theoretical framework of managing B2C digital marketing communication.