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Journal articles on the topic 'Digital consumer'
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Van Loo, Rory. "Digital Market Perfection." Michigan Law Review, no. 117.5 (2019): 815. http://dx.doi.org/10.36644/mlr.117.5.digital.
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Google’s, Apple’s, and other companies’ automated assistants are increasingly serving as personal shoppers. These digital intermediaries will save us time by purchasing grocery items, transferring bank accounts, and subscribing to cable. The literature has only begun to hint at the paradigm shift needed to navigate the legal risks and rewards of this coming era of automated commerce. This Article begins to fill that gap by surveying legal battles related to contract exit, data access, and deception that will determine the extent to which automated assistants are able to help consumers to search and switch, potentially bringing tremendous societal benefits. Whereas observers have largely focused on protecting consumers and sellers from digital intermediaries’ market power, sellers like Amazon, Comcast, and Wells Fargo can also harm consumers by obstructing automated assistants. Advancing consumer welfare in the automated era requires not just consumer protection, but digital intermediary protection. The Article also shows the unpredictable side of eliminating switching costs. If digital assistants become pervasive, they could gain the ability to rapidly direct millions of consumers to new purchases whenever a lower price or new innovation becomes available. Significantly accelerated consumer switching—what I call hyperswitching—does not inevitably harm society. But in the extreme it could make some large markets more volatile, raising unemployment costs or financial stability concerns as more firms fail. This new kind of disruption could pose challenges for commercial and banking regulators akin to those familiar to securities regulators, who deploy idiosyncratic tools such as a pause button for the stock market. Even if sellers prevent extreme hyperswitching, managers may strategically prepare for hyperswitching with economically costly behavior such as hoarding liquid assets or forming conglomerates to provide insurance against a sudden exodus of customers. The transaction-cost-focused literature has missed macro-level drawbacks. The regulatory architecture reflects these scholarly gaps. One set of agencies regulates automated assistants for consumer protection and antitrust violations but does not go beyond those microeconomic inquiries. Nor do they prioritize strengthening digital intermediaries. Regulators with more macroeconomic missions lack jurisdiction over automated assistants. The intellectual framework and regulatory architecture should expand to encompass both the upsides and downsides of digital consumer sovereignty.
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Elías Zambrano, Rodrigo. "Digital advertising storytelling: consumer educommunication." IROCAMM-International Review Of Communication And Marketing Mix, no. 1 (2018): 32–42. http://dx.doi.org/10.12795/irocamm.2018.i1.02.
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Shadrin, Vladislav, and Olga Kotova. "Digital Marketing Evolution." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2020, no. 2 (May 29, 2020): 263–69. http://dx.doi.org/10.21603/2500-3372-2020-5-2-263-269.
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Marketing complex acquires a new content as it tries to adjust itself to the changing business practices and consumer behavior. The research objective was to study the content of Marketing 4.0 and the changing relationship between the brand and the consumer. The authors conducted a comparative analysis of the changes in marketing concepts, which proved that consumers have become partners in marketing communications. Internet communities and opinion leaders proved to affect consumer behavior. Social networks and messengers shape attitude of whole communities. The research revealed an increasing role of customization and personalization in the promotion of brands and products in the era of digitalization. Consumer experience and pleasure derived from marketing interaction are becoming more and more important. Previously obtained materials made it possible to define the change in the marketing complex in the digital economy from 4P to 4C. New consumer communities search for information on the Internet, thus overlooking traditional methods of marketing communications.
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Fiore, Ann Marie. "The Digital Consumer." Clothing and Textiles Research Journal 26, no. 2 (April 2008): 177–90. http://dx.doi.org/10.1177/0887302x07306848.
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Estrin, Deborah, and Ari Juels. "Reassembling Our Digital Selves." Daedalus 145, no. 1 (January 2016): 43–53. http://dx.doi.org/10.1162/daed_a_00364.
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Digital applications and tools that capture and analyze consumer behaviors are proliferating at a bewildering rate. Analysis of data from large numbers of consumers is transforming advertising, generating new revenue streams for mobile apps, and leading to new discoveries in health care. In this paper, we consider a complementary perspective: the utility of these implicitly generated data streams to the consumer.
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Ahn, Soo-kyoung. "Smart Consumers: A New Segment for Sustainable Digital Retailing in Korea." Sustainability 12, no. 18 (September 17, 2020): 7682. http://dx.doi.org/10.3390/su12187682.
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Today’s smart consumers are intelligent consumers with multiple roles in the digital consumption environment. Consumer smartness refers to the multi-dimensional qualities that support various roles. Aiming to discover who the smart consumers are in the digital consumption context, this study classifies consumer segments based on consumer smartness and explores each segment’s profile in terms of demographic and behavioral characteristics. Using the data of 541 adult consumers, a clustering analysis generated four optimal clusters: Go-getters, Socialites, Realists, and Shopping-pococurante. Consumers with a higher level of consumer smartness were likely to have stronger shopping and sharing intentions, which indicates that smart consumers are active entities in the digital consumption context. This is the first attempt to segment today’s consumers carrying out multiple roles based on the concept of consumer smartness.
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ZEMSKOVA, E. S. "SOCIO-ECONOMIC PORTRAIT OF THE CONSUMER IN THE DIGITAL ECONOMY." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 1, no. 10 (2020): 45–55. http://dx.doi.org/10.36871/ek.up.p.r.2020.10.01.005.
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The subject of this article is consumer behavior in the digital economy. The aim of the work is to build a portrait of a digital consumer. Based on data from open sources, the determinants of consumer behavior in the context of digital transformation were analyzed: values underlying consumer behavior, belonging to a certain generation, using the possibilities of the digital economy for consumption, place of residence, income level, consumed content, etc. made it possible to take into account the named institutional characteristics and draw up a portrait of a “digital consumer” that can be used to model the behavior of such a consumer.
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Dey, Bidit L., Dorothy Yen, and Lalnunpuia Samuel. "Digital consumer culture and digital acculturation." International Journal of Information Management 51 (April 2020): 102057. http://dx.doi.org/10.1016/j.ijinfomgt.2019.102057.
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Azhari, Arfi. "LEGAL REVIEW OF CONSUMER LAW PROTECTION ON PERSONAL DATA ON DIGITAL PLATFORM." Indonesia Private Law Review 2, no. 1 (March 24, 2021): 59–72. http://dx.doi.org/10.25041/iplr.v2i1.2189.
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Legal protection for consumers must be considered because the existence of consumers is prone to fraud. Personal consumer data protect one form of legal protection for consumers in conducting transactions with business actors, both domestic and foreign transactions. With the times at this time, consumer data that exists on business actors, both in the form of state-owned enterprises or business actors in the private form, is a lot of consumer data that these business actors trade and this consumer data is widely known. The problem studied is how the consumer’s legal protection of personal data on digital platforms. Research methods are using normative research methods, namely by explaining the issues and views of consumer legal protection of personal data on existing legal regulatory, digital platforms. The results illustrate that for now, consumer legal protection of personal data on digital platforms still refers to several laws and regulations in Indonesia. The government is also preparing a Draft Law on Personal Data Protection, which will become lex specialis. For the protection of personal consumer data in Indonesia related to personal data on digital platforms.
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Wilson, Charlie, Laurie Kerr, Frances Sprei, Emilie Vrain, and Mark Wilson. "Potential Climate Benefits of Digital Consumer Innovations." Annual Review of Environment and Resources 45, no. 1 (October 17, 2020): 113–44. http://dx.doi.org/10.1146/annurev-environ-012320-082424.
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Digitalization has opened up a wealth of new goods and services with strong consumer appeal alongside potential emission-reduction benefits. Examples range from shared, on-demand electric mobility and peer-to-peer trading of electricity, food, and cars to grid-responsive smart appliances and heating systems. In this review, we identify an illustrative sample of 33 digital consumer innovations that challenge emission-intensive mainstream consumption practices in mobility, food, homes, and energy domains. Across these domains, digital innovations offer consumers a range of potentially appealing attributes from control, choice, and convenience to independence, interconnectedness, and integration with systems. We then compile quantitative estimates of change in activity, energy, or emissions as a result of consumers adopting digital innovations. This novel synthesis of the evidence base shows clear but variable potential emission-reduction benefits of digital consumer innovations. However, a small number of studies show emission increases from specific innovations as a result of induced demand or substitution effects that need careful management by public policy. We also consider how concurrent adoption of digital consumer innovations across mobility, food, homes, and energy domains can cause broader disruptive impacts on regulatory frameworks, norms, and infrastructures. We conclude by arguing for the importance of public policy in steering the digitalization of consumer goods and services toward low-carbon outcomes.
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Ziyadin, Sayabek, Raigul Doszhan, Alex Borodin, Aizhan Omarova, and Aigerim Ilyas. "The role of social media marketing in consumer behaviour." E3S Web of Conferences 135 (2019): 04022. http://dx.doi.org/10.1051/e3sconf/201913504022.
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This article looks at recently published research on social media consumers. Five topics are highlighted: consumer digital culture, responses to digital advertising, the impact of social media on consumer behavior, mobile environments, and online rumors (WOM). The articles examines how consumers experience, are influenced and are influenced by the digital environment they are in as part of their daily lives. Much remains to be understood, and existing knowledge tends to focus disproportionately on WOM, which is only part of the digital consumer experience. Several avenues for future research have been proposed to encourage researchers to consider a wider range of phenomena.
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Handa, Meenakshi, and Shruti Gupta. "Digital cause-related marketing campaigns." Journal of Indian Business Research 12, no. 1 (February 10, 2020): 63–78. http://dx.doi.org/10.1108/jibr-09-2019-0285.
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Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions. Design/methodology/approach Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling. Findings The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign. Practical implications In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand. Originality/value The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.
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Rosadi, Sinta Dewi, and Zahra Tahira. "CONSUMER PROTECTION IN DIGITAL ECONOMY ERA : LAW IN INDONESIA." Yustisia Jurnal Hukum 7, no. 1 (April 30, 2018): 81. http://dx.doi.org/10.20961/yustisia.v0i0.20144.
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<p>Developments in information and communications technology have significantly influenced and changed lives of peoples by providing new opportunities for consumers and businesses. In digital economic era, an increasing number of consumers engage in e-commerce, which provides easier and faster access to products and services However it also presents some challenges for consumers that differ from offline commercial transactions. The impersonality of e-commerce weakens the relationship between businesses and consumers, thereby increasing consumer vulnerability that could lead to to unfair commercial practices and causing uncertainty and lack of trust by consumers. Therefore, there is a need by the government and busineese to promte and protect consumer trust in digital markets so it will not hamper development digital economy</p>
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Butkovskaya, G. V., and A. V. Statkus. "DIGITAL MARKETING: CONSUMER BEHAVIOR." Vestnik Universiteta, no. 5 (June 10, 2019): 5–11. http://dx.doi.org/10.26425/1816-4277-2019-5-5-11.
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Corporations direct significant funds to create a “digital relationship” with customers. The article deals with the results of research in the field of digital marketing, in particular theoretical and research issues of changes in consumer behavior under the influence of digital technologies and the digital environment. The basis for future researches of consumer behavior has been introduced, which highlights the points of contact in the implementation of the marketing strategy and tactics, where digital technologies have and will have a significant impact.
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Agibalova, Elena, Igor Ilovaysky, Yanina Kayl, and Viktoria Usanova. "Consumer protection in the digital environment." SHS Web of Conferences 109 (2021): 01002. http://dx.doi.org/10.1051/shsconf/202110901002.
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The study examines the positive and negative aspects of the spread of digital technologies on legal relations with the participation of consumers. The relevance of the research is due to the complexity of the online environment, in which consumers are vulnerable to risks and challenges that affect their ability to participate in digital transformation. The categories of persons most vulnerable in the digital age are considered; factors contributing to this process; possible counteraction measures by the competent authorities. The purpose of studying these issues is to determine the basis of legal regulation of relations arising in connection with the digitalization of the economy, as well as to justify the improvement of domestic legislation in this area. The main research method was a systematic analysis of the categories “digital environment” and “consumer rights”, as well as a general scientific dialectical method, specific scientific and empirical methods of cognition. The study confirmed the hypothesis that consumers of digital goods (services) are less protected than consumers of traditional goods (services), however, the authors conclude that it is necessary to equally protect the rights of consumers of all social groups, while establishing special protection measures for the most vulnerable of them.
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Nadya, Nadya. "PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI." Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 1, no. 2 (October 1, 2016): 133–44. http://dx.doi.org/10.36226/jrmb.v1i2.17.
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Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research.
Keywords: Digital Marketing, Social Media, Consumer Behavior
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Okamoto, H., H. Owashi, N. Amada, S. Yamazaki, T. Noguchi, and K. Miura. "A consumer digital VCR for digital broadcasting." IEEE Transactions on Consumer Electronics 41, no. 3 (1995): 643–50. http://dx.doi.org/10.1109/30.468088.
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Sugimura, N., H. Okamoto, N. Amada, Y. Hatanaka, and K. Kumagai. "A consumer digital VCR for digital broadcasting." IEEE Transactions on Consumer Electronics 44, no. 3 (1998): 459–64. http://dx.doi.org/10.1109/30.713152.
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Repushevskaya, Ol'ga, and Nika Lagvilava. "DEVELOPMENT OF THE SHARING ECONOMY AS A NEW FORM OF CONSUMER COOPERATION IN THE CONDITIONS OF DIGITALIZATION." Russian Journal of Management 9, no. 1 (April 14, 2021): 176–80. http://dx.doi.org/10.29039/2409-6024-2021-9-1-176-180.
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The modern economy is going through a series of changes that relate to digital technologies. This was reflected, for example, in the fact that almost every commercial company has its own Internet site, with the help of which the company informs its potential client. It is believed that in our time mobility prevails, and therefore it becomes less and less profitable and inconvenient to have a large amount of private property. Consumer cooperation as a sharing economy is an alternative, non-standard form of doing business. Consumer cooperation relies on shareholders, and the digital sharing economy relies on its consumers, namely, used goods that are transferred (temporarily or permanently) from one consumer who no longer needs them to another who needs them.
Thus, the sharing economy, like consumer cooperation, is flexible enough and can cover several areas of economic activity. Consumer cooperatives can be: production, transport, etc. Almost everything can be consumed together with the help of sharing: transport, housing, etc. These forms may well replace traditional business.
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Schofield, Alex. "Personalized pricing in the digital era." Competition Law Journal 18, no. 1 (April 2019): 35–44. http://dx.doi.org/10.4337/clj.2019.01.05.
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Personalized pricing can have negative or positive effects for consumers. Concerns are more likely to arise in circumstances where there is limited competition, or where consumers are unaware of, do not understand, and/or cannot avoid personalization. In some circumstances, personalization may be unfair or otherwise illegal under the Consumer Protection from Unfair Trading Regulations 2008 or other legislation. It may also distort competition and give rise to consumer harm and thereby infringe UK or EU competition law, or cause markets to not work effectively and therefore justify a market study or investigation by the Competition and Markets Authority (‘CMA’) under the Enterprise Act 2002. This article considers how the CMA will tackle personalized pricing that may distort competition in digital markets.
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Sumara, Andry Rivan, Saepudin Saepudin, and Yudha Asmara Dwi Aksa. "NILAI KONSUMEN WISATA DALAM RUANG PROMOSI DIGITAL." Diakom : Jurnal Media dan Komunikasi 2, no. 2 (December 9, 2019): 129–43. http://dx.doi.org/10.17933/diakom.v2i2.52.
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Consumer value is the basic fundamental of marketing communications. Promotional materials on media have to consider the value of consumer expectations, wishes, experiences, and perceptions. This means the product or service has to interact with consumers (need, expectation, experience, and perception). The emergence of new media becomes an alternative for marketers to promote goods or services to their target market. But the emergence of this new media in addition to being an opportunity also becomes a challenge in presenting the best consumer value. The purpose of this research is to find out the ways of creating the value of local tourism on social media. The researcher chooses the official account of Twitter of Government Tourism and Culture Office of West Java as an object of research. The focus of this research is promotional content on the official account of Twitter and consumer value creation. This research is content analysis. The purpose of this research is the identification of the value and effort of tourism, consumer value creation, especially on social media. The output of this research is patterns of consumer tourism, value-creation. Consumer value creation is not applied in visual and textual comprehensively. In addition, based on the content of this account, the local tourist is as the main target market. The values in this account are created for local tourists and not for international tourist.
Keywords: consumer value, tourism, tourism marketing.
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M, Keerthi Krishna. "Influence of Digital Marketing on Consumer Purchase Behavior." International Journal of Trend in Scientific Research and Development Volume-3, Issue-1 (December 31, 2018): 836–39. http://dx.doi.org/10.31142/ijtsrd19082.
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Chivu, Raluca Giorgiana, Ivona Stoica, Mihai-Cristian Orzan, and Andra-Victoria Radu. "New trends in marketing mix strategies for digital consumer behaviour." New Trends and Issues Proceedings on Humanities and Social Sciences 5, no. 2 (September 11, 2018): 89–95. http://dx.doi.org/10.18844/prosoc.v5i2.3658.
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The marketing mix is the first step in establishing a lasting relationship between the company’s offer and the final consumer. From the product to the price meeting the needs and allows the consumer to buy, the placement and the promotion have received increasing importance. Also, when we think of an online environment where the consumer can be found, smartphones—consumer mobile journey, online TV advertising on Netflix and YouTube a.s.o. This paper aims to identify the element of the marketing mix with the highest impact on the final consumer buying decisions. For this, we have conducted a quantitative research on a sample of 100 respondents. The results show that the elements of the marketing mix passed through major changes because of the digital revolution and the unavoidable appearance of many situational factors that led to a significant variation of the consumer behaviours and changing the consumers’ mindset and their personal system of values.Keywords: Digital marketing mix, consumer behaviour, quantitative research
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Tang Herman, Robertus. "Grown Up Digital: Effect Social Media Usage on Consumer Behavior." Advanced Science Letters 21, no. 4 (April 1, 2015): 1035–38. http://dx.doi.org/10.1166/asl.2015.5977.
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The social media now becomes more powerful for customer in decision making process and behavior. In reality, social media also has a significant contribution for customer because many information and recommendation provided by social media. Social media usage and customer involvement in social networking will affect the consumers’ opinion, interest and behavior. This paper aims to investigate consumer usage behavior and mapping consumers profile based on the social media used. This research used Factor Analysis and Cluster Analysis to identify and analyze the social media usage. The result describes a significant affect of social media on consumer usage. From cluster analysis show the different consumer’s behavior profiling based on their social media usage relate to their profile. There is three characteristic level of consumers based on result study and the characteristic describe the consumers profile based on the reason of using social media.
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Song, Xuge. "Research on Enterprise Digital Innovation, Consumer Digital Technology Readiness and Purchase Intention." E3S Web of Conferences 275 (2021): 03080. http://dx.doi.org/10.1051/e3sconf/202127503080.
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With the development of digital technology, we have entered the digital age. Under the background of digital age, brands have to follow the trend of digitization. How to build and develop brands has become an important research. Most scholars research on brand building and development from the perspective of enterprises, while this research explores the impact of consumer technological readiness on purchase intentions in the digital context from the perspective of consumers. According to the findings of this study, consumers with high technological readiness hold an optimistic and innovative attitude towards digital technology, so they are willing to accept and try new products or services produced by the brand’s application of digital technology, and increase their willingness to buy brands; for consumers with low technical readiness, they have doubts and distrust of digital technology and have low driving belief, and their purchase intention is reduced for new products produced by brand application of digital technology. Digital technology has a favorable impact on the economic growth of enterprises. The application of digital technology greatly improves the production efficiency of enterprises and saves energy consumption for enterprises. Therefore, the growth of digital economy also brings benefits to energy-saving economy.
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Bandara, Ruwan, Mario Fernando, and Shahriar Akter. "Managing consumer privacy concerns and defensive behaviours in the digital marketplace." European Journal of Marketing 55, no. 1 (August 14, 2020): 219–46. http://dx.doi.org/10.1108/ejm-06-2019-0515.
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Purpose The purpose of this study is to examine privacy issues in the e-commerce context from a power-responsibility equilibrium theory (PRE) perspective. Design/methodology/approach The data was collected using an online survey (n = 335) from online shopping consumers. This study used partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) techniques to empirically examine the proposed relationships. Findings A lack of corporate privacy responsibility and regulatory protection can deprive consumers of privacy empowerment and damage consumer trust to trigger privacy concerns and subsequent defensive responses. Also, the fsQCA revealed five causal configurations to explain high consumer defensive behaviours. Research limitations/implications This study identifies the importance of PRE theory in the privacy context. Consumer privacy concerns, privacy empowerment and trust are established as strong mediators between corporate/regulatory privacy protection efforts and consumer backlash. The application of fsQCA verified that consumer privacy behaviour can be better explained by different configurations of the same causal antecedents. Practical implications The findings highlight the importance of increasing trust and privacy empowerment as mechanisms to manage privacy concerns and consumer backlash through responsible organisational and regulatory privacy protections. The importance of balancing power and responsibility dynamics for maintaining a healthy information exchange environment is identified. Originality/value This study extends the PRE framework of privacy to include corporate privacy responsibility, privacy empowerment and trust. This is one of the first studies to explore both antecedents and outcomes of privacy empowerment. Also, the application of complexity theory and fsQCA to explain consumers’ defensive responses is novel to the literature.
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Monteiro, Thel Augusto, Antonio Carlos Giuliani, Nadia Kassouff Pizzinatto, and Emigdio Larios-Gomez. "Managing the digital consumer: insights from Brazil and Spain." Journal of Manufacturing Technology Management 30, no. 8 (December 9, 2019): 1196–215. http://dx.doi.org/10.1108/jmtm-12-2017-0272.
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Purpose The purpose of this paper is to analyze the concepts attributed to the use of technology in the digital environment and its relations with consumer behavior in Brazil and Spain. Design/methodology/approach This paper discusses the concepts that cover the use of technology in the relations between technological changes in e-commerce and consumer buying behavior in a digital world, using the Technical Availability Index (Techqual), by Parasuraman (2000), applied to Brazilian and Spanish consumers. Findings Correlations between the concepts attributed to the use of technology by consumers have been identified which, in turn, may allow small- and medium-sized companies to develop strategies to improve engagement with their target audiences. Research limitations/implications This study explains how the understanding of these concepts can be continuously improved, proposing a continuous strategic review by the digital companies. The proposed approach to identify and measure assigned concepts can be tested in different performance sectors. Practical implications This study is unique in presenting concepts that can allow digital companies new ways of approaching their target audience, relationship with customers and positioning strategies. Social implications This research promotes a different look at how consumer behavior is understood, not only by companies, but also by individuals themselves, which may provide a better understanding of their behavior. Originality/value This study presents a comparative study among countries that are references in the digital consumer market, and links theory and practice in studies of consumer behavior.
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Grande, David, Xochitl Luna Marti, Raina M. Merchant, David A. Asch, Abby Dolan, Meghana Sharma, and Carolyn C. Cannuscio. "Consumer Views on Health Applications of Consumer Digital Data and Health Privacy Among US Adults: Qualitative Interview Study." Journal of Medical Internet Research 23, no. 6 (June 9, 2021): e29395. http://dx.doi.org/10.2196/29395.
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Background In 2020, the number of internet users surpassed 4.6 billion. Individuals who create and share digital data can leave a trail of information about their habits and preferences that collectively generate a digital footprint. Studies have shown that digital footprints can reveal important information regarding an individual’s health status, ranging from diet and exercise to depression. Uses of digital applications have accelerated during the COVID-19 pandemic where public health organizations have utilized technology to reduce the burden of transmission, ultimately leading to policy discussions about digital health privacy. Though US consumers report feeling concerned about the way their personal data is used, they continue to use digital technologies. Objective This study aimed to understand the extent to which consumers recognize possible health applications of their digital data and identify their most salient concerns around digital health privacy. Methods We conducted semistructured interviews with a diverse national sample of US adults from November 2018 to January 2019. Participants were recruited from the Ipsos KnowledgePanel, a nationally representative panel. Participants were asked to reflect on their own use of digital technology, rate various sources of digital information, and consider several hypothetical scenarios with varying sources and health-related applications of personal digital information. Results The final cohort included a diverse national sample of 45 US consumers. Participants were generally unaware what consumer digital data might reveal about their health. They also revealed limited knowledge of current data collection and aggregation practices. When responding to specific scenarios with health-related applications of data, they had difficulty weighing the benefits and harms but expressed a desire for privacy protection. They saw benefits in using digital data to improve health, but wanted limits to health programs’ use of consumer digital data. Conclusions Current privacy restrictions on health-related data are premised on the notion that these data are derived only from medical encounters. Given that an increasing amount of health-related data is derived from digital footprints in consumer settings, our findings suggest the need for greater transparency of data collection and uses, and broader health privacy protections.
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TCHANTURIA, NINO. "გზა, ტრადიციული მარკეტინგიდან ციფრულ მარკეტინგამდე." ინოვაციური ეკონომიკა და მართვა 8, no. 2 (August 16, 2021): 62–71. http://dx.doi.org/10.46361/2449-2604.8.2.2021.62-71.
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The 21st century is considered to be the century of the consumer because the existence of companies today depends on the demand of the consumer. For any business to succeed, it is essential to keep abreast of market trends, and use all effective ways of delivering information. Always be where its potential customers are.
We therefore aim to explore the role of digital marketing in the modern world and show its role in the daily lives of consumers. Which factors will be decided by consumers to buy online and not the traditional method. The aim of the research is to determine the attitude of consumers towards digital marketing. 178 people participated in the study. Primary data obtained through both secondary and online questionnaires were processed. Research has shown that digital marketing can achieve more if it prioritizes consumer desires.
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Cohen, Adam B., Simon C. Mathews, E. Ray Dorsey, David W. Bates, and Kyan Safavi. "Direct-to-consumer digital health." Lancet Digital Health 2, no. 4 (April 2020): e163-e165. http://dx.doi.org/10.1016/s2589-7500(20)30057-1.
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Vida, Irena, Mateja Kos Koklič, Monika Kukar‐Kinney, and Elfriede Penz. "Predicting consumer digital piracy behavior." Journal of Research in Interactive Marketing 6, no. 4 (October 12, 2012): 298–313. http://dx.doi.org/10.1108/17505931211282418.
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Sauerwald, Mark. "Digital Video in Consumer Applications." IEEE Transactions on Consumer Electronics CE-32, no. 2 (May 1986): 77–85. http://dx.doi.org/10.1109/tce.1986.290137.
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Gujrati, Rashmi, and Hayri Uygun. "Digital marketing: changing consumer behaviour." International Journal of Forensic Engineering 4, no. 4 (2020): 323. http://dx.doi.org/10.1504/ijfe.2020.10037784.
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Gujrati, Rashmi, and Hayri Uygun. "Digital marketing: changing consumer behaviour." International Journal of Forensic Engineering 4, no. 4 (2020): 323. http://dx.doi.org/10.1504/ijfe.2020.115033.
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Chen, Yuh-Jen, Yuh-Min Chen, Yu-Jen Hsu, and Jyun-Han Wu. "Predicting Consumers’ Decision-Making Styles by Analyzing Digital Footprints on Facebook." International Journal of Information Technology & Decision Making 18, no. 02 (March 2019): 601–27. http://dx.doi.org/10.1142/s0219622019500019.
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In the past, enterprises used time-consuming questionnaire surveys and statistical analysis to formulate consumer profiles. However, explosive growth in social media had produced enormous quantities of texts, images, and videos, which is sometimes referred to as a digital footprint. This provides an alternative channel for enterprises seeking to gain an objective understanding of their target consumers. Facilitating the analysis of data used in the formulation of a marketing strategy based on digital footprints from online social media is crucial for enterprises seeking to enhance their competitive advantage in today’s markets. This study develops an approach for predicting consumer decision-making styles by analyzing digital footprints on Facebook to assist enterprises in rapidly and correctly mastering the consumption profile of consumers, thereby reducing marketing costs and promoting customer satisfaction. This objective can be achieved by performing the following tasks: (i) designing a process for predicting consumer decision-making styles based on the analysis of digital footprints on Facebook, (ii) developing techniques related to consumer decision-making style prediction, and (iii) implementing and evaluating a consumer decision-making style prediction mechanism. In the practical experiment, we obtained questionnaires and various digital footprint contents (including “Likes,” “Status,” and “Photo/Video”) from 3304 participants in 2018, 2644 of which were randomly selected as a training dataset, with the remaining 660 participants forming a testing dataset. The experimental results indicated that the accuracy increased to 75.88% and proved that the approach proposed in this study can effectively predict consumers’ decision-making styles.
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Egina, N. A. "Digital transformation of consumer behavior and the socio-economic policy of the State." National Interests: Priorities and Security 8, no. 8 (August 14, 2020): 1497–517. http://dx.doi.org/10.24891/ni.16.8.1497.
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Subject. The article examines the impact of digital transformation determinants on the consumer behavior model. Objectives. I set my own approach to adjusting the socio-economic policy of the State so as to accumulate positive effects of the digital transformation of households' consumption and create a new society of consumers. Methods. The study is based on principles of the systemic integration and cross-disciplinary approaches. Results. I substantiate the scientific concept about the origination of the digital paradigm of the modern society and transformation of the consumption and the conceptual model of the consumers' economic behavior in the digital economy so as to amplify and unfold the theory of consumption. The article indicates socio-economic and institutional mechanisms for accumulating positive effects of the digital transformation of households' consumption and create a new society of consumers. Conclusions and Relevance. The integration of brand new technologies, accelerating globalization, use of information as a key production driver are indicative of an emerging paradigm of the economic development, i.e. the digital economy. I present my own conceptual model of consumer behavior, where the consumer is concurrently viewed as the center of his/her own ecosystem and leaves a digital trial through related constituents of the digital environment. Understanding the phenomenon, I managed to describe social and economic externalities arising from the digitalization of consumption. I also formulated financial and institutional mechanisms for the national policy to eliminate negative effects and raise a new society of consumers.
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Humphreys, Ashlee, and Rebecca Jen-Hui Wang. "Automated Text Analysis for Consumer Research." Journal of Consumer Research 44, no. 6 (September 29, 2017): 1274–306. http://dx.doi.org/10.1093/jcr/ucx104.
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AbstractThe amount of digital text available for analysis by consumer researchers has risen dramatically. Consumer discussions on the internet, product reviews, and digital archives of news articles and press releases are just a few potential sources for insights about consumer attitudes, interaction, and culture. Drawing from linguistic theory and methods, this article presents an overview of automated text analysis, providing integration of linguistic theory with constructs commonly used in consumer research, guidance for choosing amongst methods, and advice for resolving sampling and statistical issues unique to text analysis. We argue that although automated text analysis cannot be used to study all phenomena, it is a useful tool for examining patterns in text that neither researchers nor consumers can detect unaided. Text analysis can be used to examine psychological and sociological constructs in consumer-produced digital text by enabling discovery or by providing ecological validity.
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Rahmanov, Farhad, Muslum Mursalov, and Anna Rosokhata. "Consumer behavior in digital era: impact of COVID 19." Marketing and Management of Innovations 5, no. 2 (2021): 243–51. http://dx.doi.org/10.21272/mmi.2021.2-20.
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The main goal of this paper is to research differences that start to change consumer behavior in the digital era since the advent of COVID 19. The events associated with the pandemic that led to increased social distance and complete lockdown undoubtedly affect not only the economic situation territories and countries in general, but also on the behavior of each individual. The situation that has arisen has forced more and more consumers to meet their needs with the help of digital tools, and this process has some special characteristics. The article shows the results of analytical and comparative analysis of the changes in consumer behavior in the digital space since the onset of the pandemic. It was researched trends change consumer demand in the study categories via Google Trends. The practical study was conducted on the basis of the analysis of changes in consumer behavior and their preferences in the direction of recreation and tourism, where the data of a sociological survey of Azerbaijani citizens to study the potential impact of COVID-19 on the tourism industry was used. The survey was conducted on April 13-21, 2020 by a team of researchers from the University of Northampton (UK), the National Institute of Geophysics, Geodesy and Geography – Bulgarian Academy of Sciences, University of National and World Economy (Bulgaria). According to the results of the study, conclusions were drawn that give new challenges to the development of marketing in the digital environment, namely: digital tools have had rapid unpredictable development since the COVID-19 pandemic, and remain as high level in demand after easing restrictive measures; entrepreneurship was not ready for such quick transformation; after the first interactions in digital space, the consumer has a stable experience of interaction with specific brands, but they disappoint the expectations of consumers in a personalized contact. Based on the conclusions, an algorithm for building relationships with consumers and increasing their level of loyalty in the digital environment is proposed. The results of this study could be used in the implementation of marketing goals of representatives of different levels of business structures, governments.
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Lobozynska, Sophia, Iryna Skomorovych, and Ulyana Vladychyn. "State Policy of Consumer Protection in the Digital Financial Services Market in Ukraine." Finanse i Prawo Finansowe 2, no. 26 (June 30, 2020): 51–62. http://dx.doi.org/10.18778/2391-6478.2.26.04.
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The rapid development of digital financial technologies in Ukraine leads to the emergence of new risks and to significant consumers’ losses in the financial market. The aim of the study is to develop strategic directions of state policy of consumer protection in the digital financial services market considering the best world practices and features of the financial system of Ukraine.System scientific analysis was used to study the possibilities of implementing international quality standards for digital financial services in Ukrainian legislation. The method of statistical analysis of data was used to form the imperial basis of the study.Based on the global experience and taking into account the peculiarities of Ukrainian fintech market the state policy should consist of three strategic directions: 1) create a system of legal regulation of the mechanism of protection of consumers’ rights of digital financial services; 2)introducing a risk-oriented approach to regulating the digital financial services delivery processto consumers; 3) strengthening of digital financial literacy and public awareness. Such state policy will form a reliable system of consumer protection in the digital services market in Ukraine.
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Wandoko, Wanda, and Ignatius Enda Panggati. "ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP KONSUMEN PADA IKLAN DIGITAL DI INDONESIA." Infotech: Journal of Technology Information 5, no. 1 (March 25, 2020): 25–30. http://dx.doi.org/10.37365/jti.v5i1.55.
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Marketing has now evolved from marketing that focuses on the concept of exchange to the concept of integrated marketing communication (IMC) or marketing communication that is integrated and focuses on relationships with consumers. The development of information technology and the internet plays a major role in the world of IMC, especially in the part of the advertising world, where technology information and the internet developed advertisements into digital advertisements. This study aims to create a research model as a solution to the problem of how to make consumer attitudes towards digital advertising in Indonesia more positive. This study raises consumer attitudes on digital advertising in Indonesia as variables that provide solutions, namely the entertainment (informational) variable, informativenes (informativeness), and credibility as the antecedent variable of consumer attitudes towards digital advertising (ATDID), and the purchase intention variable as an impact of consumer attitudes towards digital advertising. The results of this study are the research model framework, and the operationalization of variables that can be used to conduct quantitative research, with the aim of finding relationships between these variables, which can later be made as a reference in improving consumer attitudes towards digital advertising that are expected to increase buying intentions.
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Kumar, Anil, Sachin Kumar Mangla, Sunil Luthra, Nripendra P. Rana, and Yogesh K. Dwivedi. "Predicting changing pattern: building model for consumer decision making in digital market." Journal of Enterprise Information Management 31, no. 5 (September 10, 2018): 674–703. http://dx.doi.org/10.1108/jeim-01-2018-0003.
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Purpose Consumers have the multiple options to choose their products and services, which have a significant impact on the pattern of consumer decision making in digital market and further increases the challenges for the service providers to predict their buying pattern. In this sense, the purpose of this paper is to propose a structural hierarchy model for analyzing the changing pattern of consumer decision making in digital market by taking an Indian context. Design/methodology/approach To accomplish the objectives, the research is conducted in two phases. An extensive literature review is performed in the first phase to list the factors related to the changing pattern of consumer decision making in digital market and then fuzzy Delphi method is applied to finalize the factors. In the second phase, fuzzy analytic hierarchy process (AHP) is employed to find the priority weights of finalized factors. The fuzzy set theory allows capturing the vagueness in the data. Findings The findings obtained in this study shows that consumers are much conscious about innovative and trendy products as well as brand and quality; therefore, the service providers must think about these two most important factors so that they can able to retain their consumer in their online portal. Practical implications The analysis shows that “innovative and trendy” is the first priority factor for the consumers followed by “brand and quality” and “fulfilment and time energy.” The proposed model can help the marketers and service providers in predicting customers’ preferences and their changing pattern efficiently under vague surroundings. The outcomes of this research work not only help the service provider to update their products and services according to consumers’ needs but can also help them to increase profit and minimize their risk. Originality/value This work contributes to consumer research literature focusing on problem evaluation in the context of changing pattern of consumer decision making in digital era.
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Green, Steve, Earl McKinney Jr, Kurt Heppard, and Luis Garcia. "Big Data, digital demand and decision-making." International Journal of Accounting & Information Management 26, no. 4 (October 1, 2018): 541–55. http://dx.doi.org/10.1108/ijaim-02-2017-0019.
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Purpose This paper aims to discuss the viewpoint that Big Data’s major impacts on the accounting community will be changes in consumers’ demand of accounting data and its impact on decision-making. Big Data is leading consumers to prefer more atomized (not summarized but rather reduced to discrete units), reconfigurable and transparent accounting data that they can combine into their own structures to meet their own decision-making needs. Consequently, consumers will demand digital goods that are less static, and summarized. Design/methodology/approach This paper discusses the strategic shift to what is referred to as “indirect data,” and develops a model that helps explain “how” and “why” Big Data may impact this change in consumer digital demand. Findings There are many evolving Big Data opportunities associated with the shift in consumer demand for more atomized, reconfigurable and transparent accounting data that are discussed in this paper, including strategic capability, auditing, performance measurement and reporting, standardization and education. Originality/value This paper provides a discussion of the evolving opportunities of the relationship that is created by a strategic shift in the type of digital goods consumers of information, specifically decision-makers, will demand, as well as the potential impacts on the accounting community.
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Proskurnina, Nadiia. "Purchasing decisions making in the context of digital transformation of retail." Economics of Development 18, no. 4 (January 29, 2020): 11–18. http://dx.doi.org/10.21511/ed.18(4).2019.02.
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The paper analyzes the impact of retail transformation on the consumers’ expectations and behavior in the electronic environment and identifies the main directions of digitalization of the marketing activities of domestic retail enterprises at each stage of the purchasing decision-making process. It also systematizes the consumer expectations in the context of the digital transformation of retail, which made it possible to establish the importance of managing customer acquisition for retailers and demonstrated how technology changes the way customers purchase. The results of an online study of the impact of marketing efforts in retail outlets to highlight digital transformation tools at every stage of consumer decision-making by consumers are presented and the main directions of digitalization of marketing activities of domestic retail enterprises are summarized. The legitimacy of taking consumer expectations into account when determining the impact on the business model of retailers, returning it to the plane of mobility, digitalizing the purchase process, and the integration of digital and physical trading, has been proven. It is suggested to consider the main areas of digital transformation as digital interaction with customers, innovation in the development of products and services, distribution channels, marketing and sales; digital implementation, risk optimization, strengthening corporate control, intelligent information management and customer service, managing customer and contact center experience, customer relationship management. This made it possible to specify promising areas of digital transformation in the retail industry, in particular, optimizing human resources, creating new ways of cooperation, attracting labor and assistance (flexible work, social cooperation, corporate cooperation, integrated communications), as well as employee training for the retail industry.
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Grigoreva, Ekaterina Anatolevna, Liliya Fuatovna Garifova, and Elvira Anasovna Polovkina. "Consumer Behavior in the Information Economy: Generation Z." International Journal of Financial Research 12, no. 2 (January 11, 2021): 164. http://dx.doi.org/10.5430/ijfr.v12n2p164.
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The article examines the features of consumer behavior of Generation Z, the largest consumer group in the world today. The authors highlight the ability and willingness to purchase goods and services online as the main trends in changing consumer behavior, while the main means of getting information, choosing a product (service), and paying for a purchase today are smartphones and tablets actively used by representatives of Generation Z. Generation Z has been determined to be digital consumers boldly shopping online. They stay online most of their time (working online, studying online, social media from 3 to 6 hours a day, watching movies and entertainment content online, etc.) and before purchasing anything, Generation Z expects to access to and evaluate information, reads reviews, and conducts its research. Generation Z looks forward to co-creation with brands, participation in teams, and collaboration with managers; it expects innovation from their employers, leaders, and brands. Due to this digital literate consumption, it makes highly informed, more pragmatic, and analytical decisions than representatives of previous generations. The article also shows that social networks are becoming the main channel for delivering advertising information to a young audience with a focus on visual content (video, infographics) and the shortest formats possible: Generation Z consumes information fragmentarily, as they use several devices simultaneously.
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Cluley, Robert. "The politics of consumer data." Marketing Theory 20, no. 1 (May 9, 2019): 45–63. http://dx.doi.org/10.1177/1470593119847252.
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Data is key to marketing. But data is not a neutral thing. It is political. There are macro-politics that validate, motivate and justify the use of particular forms of data and micro-politics between consumers, marketing organizations and other cultural institutions who want control over data. This study examines these politics by analysing attempts to restrict how marketers could access digital consumer data for the purpose of targeted advertising. Adopting a science and technology studies perspective, it concludes that caring for digital consumer data as a common resource is an important, ongoing and often unacknowledged aspect of contemporary marketing practice. It creates and maintains a market for marketing.
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Dwityas, Nindyta Aisyah. "Digital Consumer Insight untuk Membangun Promosi bagi UKM di Lingkungan Tangerang Kota." Indonesian Journal for Social Responsibility 3, no. 1 (June 30, 2021): 21–28. http://dx.doi.org/10.36782/ijsr.v3i1.45.
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Educational activities about digital consumer insight to build SME promotions in the Tangerang City environment are carried out to help micro and small-scale businesses in the Tangerang City environment to develop the businesses they run. This activity was attended by 22 participants and was held in Cibodas Village in March 2020. The method used is 1) counseling and introduction to online business development, especially regarding consumer behavior in the digital era, 2) education about the activities and stages that consumers go through in making purchase decisions on various online platforms, 3) tutorials for consumers targeting on online platforms, 4) tutorials on utilizing the results of analysis of consumer information to develop marketing communication strategies in online platforms, 5) interactive discussions, and 6) evaluation. In particular, business development is focused on promotional activities on online platforms by utilizing information about consumer behavior in the digital era. This information is the result of previous research on the "consumer journey on social media". The result of this community service activity is the development of participant understanding regarding consumer behavior on social media, increased understanding and ability of participants in utilizing various features and facilities of social media for business purposes, and increasing participants' ability to create business content on social media. In conclusion, it is known that community service activities aimed at increasing the understanding and technical capabilities of MSME actors need to be carried out and developed to support the empowerment of the micro, small, and medium industrial sector in Indonesia.
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Ryzhkova, Marina, and Andrey Glukhov. "Resistance to Digitalization in Different Segments of Digital Platforms Users: an Empirical Study." Bulletin of Baikal State University 30, no. 4 (December 30, 2020): 522–31. http://dx.doi.org/10.17150/2500-2759.2020.30(4).522-531.
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The results of an empirical study of the reasons and strategies of resistance to digitalization by potential consumers of digital platforms are presented. The analysis is based on a standardized questionnaire with participation of 209 respondents. During the survey, both the blank filling method and the on-line format were used. Resistance to digitalization in our research is conceptualized as one of the types of resistance to innovation in the process of their diffusion into the consumer market. We use the key provisions of the innovation diffusion theory (E. Rogers) as a methodological basis. The focus of the presented research is on the influence of a number of factors in the process of penetration of innovations and psychographic segmentation of consumers by the relative speed of adoption of innovations. The results concern the difference between real and imaginary reasons for resistance to digitalization. For consumers, the direct benefit from the digital platform is paramount. Analysis of consumer segmentation of digital platform users shows differences in the reasons for resistance and factors contributing to digitalization process. The results also include the relationship between self-identification in the digital world, the level of consumers’ digital innovativeness and the degree of use of digital platforms for different subgroups of respondents. Hypotheses are put forward. They regard the importance of family members of digital socialization and widespread quasi-forms of using digital platforms. A number of recommendations based on the identified structural characteristics of consumer segments and the system of incentives influencing them are proposed. They are aimed at overcoming the resistance to digitalization for business and the state.
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N., VEDMID, BOIKO M., and ROMANCHUK L. "MARKETING TECHNOLOGIES OF CONSUMERS SEGMENTATION OF RESORT AND RECREATIONAL SERVICE." Herald of Kyiv National University of Trade and Economics 138, no. 4 (September 10, 2021): 91–100. http://dx.doi.org/10.31617/visnik.knute.2021(138)07.
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Background. Using marketing technologies to segment consumers is a key resource for actively and quickly responding to consumer needs. Segmentation allows to identify differences in the response of consumers to services, implement the targeted marketing principles, develop a range of services in accordance with the consumers needs. The aim of the paper is to studydevelopment of methodological foundations of marketing technologies for consumers segmentation, taking into account the key features of resort and recreational services, which ensure scientific approaches development to consumer segments assessment and allows proactively adjusting the offer of resort and recreationnal services, especially during periods of seasonal fluctuations. Materials and methods. The theoretical and methodological basis of the article are the results of theoretical and applied research of Ukrainian and foreign scientists on consumer segmentation. The behavioral method was used to analyze consumer behavior and needs. Special methods for ratings, sample observations, comparative analysis, grouping based on the use of general and special Google Analytic software, CoSchedule were used. Results. The problem of effective segmentation of consumers of resort and recreational services is very important in a situation of aggravated competition for the consumer, since the definition of target segments is the basis for the formation of effective and targeted marketing activities. The expediency of using the VALS model has been proven. The VALS model is proposed to be improved by adding a stage that allows to determine the level of customer satisfaction with resort services based on the CSAT Composite Customer Satisfaction Score method. This method allows to determine the compliance of the received services with the expectations of consumers and to identify the level of service processes. The driver of the effective impact of marketing communications on consumer segments is digitalization. This is manifested in the creation of an immersive environment for a resort and recreation enterprise. This is due to the fact that immersive environment simulators offer a personalized and efficient mechanism for introducing consumers to the spa and recreational service through visualization. Conclusion. The use of marketing technologies for consumers segmentation of resort and recreational services is influenced by the digitalization of marketing activities and leads to new methods of collecting and analyzing data for segmentation. These methods allow to accumulate quickly information about consumers in the digital space for segmentation and proactive interaction with target audiences, as well as reduce time it takes for a new service to enter the market. In the context of digitalization, further research to conduct marketing technologies for segmentation of consumers of resort and recreational services should develop the priority of using digital sources of dynamic information about consumer characterristics in a virtual environment; determine the features of the combination of static (offline consumer features) and dynamic (online consumer features) segmentation features. Keywords: segmentation, marketing technologies, digitalization, immersive environment, consumer, resort and recreational service
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I. Novytska. "Digital Marketing as a Technology for Promotion of Organic Products." Herald of the Economic Sciences of Ukraine, no. 2(37) (December 23, 2019): 196–200. http://dx.doi.org/10.37405/1729-7206.2019.2(37).196-200.
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The article highlights the use of digital marketing as an opportunity for modern promotion of organic products, which should turn into a complex of multidirectional components, such as: a deep study of the online audience, its behavioral component; Engaging all possible audience segments immersion of production employees in digital communication with the consumer; organization of interaction with the potential consumer. Digital technology provides an integrated approach to promoting organic products in the digital environment, also encompassing offline consumers using mobile phones and other digital communications. Provides the ability to integrate a large number of different technologies (social, mobile, web, etc.) with sales and customer service. Continuous quality two-way communication between the advertiser and the end consumer of organic products; the combination of technology and human resources, keeping the right balance, based on the needs of the target audience and the features of the organic products offered; the ability to be relevant to the market, evaluate and analyze the results of promotion, respond flexibly to market needs. The article notes that digital marketing is more profitable than a traditional advertising campaign, especially for small non-network manufacturers. Organic producers who previously could not afford to compete with the big players side by side with the big players are now offered to launch a quality campaign for their audience, even at low marketing costs. marketing opens up a lot of new opportunities for organic businesses, while improving the quality of ordering and delivery and making it more personalized to potential consumers. Keywords digital marketing, promotion, organic products, digital tools, online channels, offline channels, consumers.
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Kecskes, Robert. "Brand Communication in a Digitalized World." GfK Marketing Intelligence Review 9, no. 2 (November 27, 2017): 54–58. http://dx.doi.org/10.1515/gfkmir-2017-0019.
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Abstract The way in which we communicate is changing radically. In the analog world, promotional communication was consumed rather passively. In today’s digital age, consumers have become more active. Especially, the younger consumer generation - referred to as iBrains- are increasingly spreading their own product experiences across digital channels into the virtual world. Stimulus-response communication still has its place, but must be supplemented with interactive offers that enable a dialogue with consumers. Diverse communication channels must be utilized - analog as well as digital - in order to reach the young target groups. As consumers tend to be “always on”, they use different communication channels simultaneously, leading to continuous partial attention. Therefore, not only new channels are necessary but the entire communication style and design need to be adapted. It is not enough to simply make contact. Instead of thinking about shortening the message, creativity should be put into creatively combining different building blocks of communication.