The Role Of Business Communication In Enhancing Consumer Purchase Intention In The Digital Era

Abstract

This study examines how business communication shapes consumer purchase intention in the digital era, integrating external strategies (digital marketing, branding) with internal dynamics (employee engagement, organizational culture). Using a qualitative systematic literature review guided by PRISMA, 22 peer-reviewed articles (2019-2024) were identified from four databases (Google Scholar, Scopus, DOAJ, Garuda) and analyzed through critical thematic synthesis. Five dominant themes emerged: digital marketing strengthens brand visibility and purchase intention (14 articles); brand trust mediates communication exposure and purchase decisions (8 articles); transparent internal communication reinforces external communication effectiveness (5 articles); digital transformation shifts communication from broadcast to interactive engagement (7 articles); and AI-driven personalization raises purchase intention while introducing ethical tensions (3 articles). Contradictions emerged across crisis contexts and industries; notably, COVID-19-era purchase intention was partly driven by panic-buying rather than brand loyalty, showing that crisis conditions can distort the communication-intention relationship (Naeem, 2021). Organizations must therefore align internal communication culture with external digital marketing to sustain consumer trust. Theoretically, this study positions integrated communication capability as a Resource-Based View asset that bridges external marketing communication and internal organizational communication, demonstrating their interdependence as a source of sustainable competitive advantage.