The aim of the present study is to bring together the impact of numerous research papers and publications in the field of retail and consumer behavior and reveal their influencing factors through an in-depth analysis of the relevant literature to identify the behavioral dynamics of retail customers compared to offline purchases. Before, sometime and after the Covid-19 epidemic. For this reason, empirical web and offline studies on the purchasing behavior of customers were tested. For the bibliographic research, a search term limited to a specific date and specific online databases was used. Only peer-reviewed articles in Englishlanguage journals can be considered for review. After a comprehensive literature search, 70 relevant articles were identified. The factors influencing the purchase intentions of online and offline shoppers before, during and after the Covid-19 outbreak have been classified according to their similarity and style. The literature was dissected into many components that influence the buyer's purchasing behavior, and then the study framework was designed based on the content analysis of various academic courses. The study presents a conceptual framework to examine the elements that influence online and offline purchasing behavior. The disadvantage of this study is that it is a conceptual study without actual examination of the factors. Connection. The variety of articles observed is limited due to the terminological search approach used. In the virtual age, a consumer can interact with a retailer's digital store to purchase services or products online. With one click, the consumer can access data sets about products and services. Today, customers are just a click away from evaluating competitors' products and capabilities. The influence of digital advertising on buyer behavior is visible worldwide. This observation is an attempt to understand the impact on customer behavior, especially within the customer purchasing behavior process, considering two areas of virtual marketing viz. Volume. Online advertising and digital word of mouth (D-WOM) in the form of product ratings and user-generated reviews. The study used a combined research approach, i.e. High Qualitative and quantitative research in which 20 participants were extensively interviewed in qualitative practice to obtain accurate data. In the quantitative study, a survey was conducted with 800 randomly selected samples after confirming the eligibility of respondents. Digital advertising has been shown to have a significant impact on consumer behavior, particularly in certain cities.