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Exploring the Impact of Digital Technologies on Consumer Behavior in the Post-Pandemic Era

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  • Anca-Luiza Hotoi

    (Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

The COVID-19 pandemic has accelerated global digitalization, leading to significant changes in consumer behavior. This study investigates the impact of digital technologies on consumer behavior in the post-pandemic era, focusing on how digital marketing campaigns influence purchasing decisions. Through the analysis of data collected from the Google Ads campaigns of an online store, quantitative research was conducted to identify emerging trends and changes in consumer preferences. The results highlight a significant increase in online transactions, a growing preference for personalized digital interactions, and a greater reliance on mobile platforms. The conclusions underscore the importance of adapting marketing strategies to the new digital realities and offer recommendations for companies to optimize their online presence. The study contributes to a deeper understanding of how digital technologies shape consumer behavior in the post-pandemic context.

Suggested Citation

  • Anca-Luiza Hotoi, 2024. "Exploring the Impact of Digital Technologies on Consumer Behavior in the Post-Pandemic Era," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 3, pages 408-417.
    • Handle: RePEc:ddj:fseeai:y:2024:i:3:p:408-417
    DOI: https://doi.org/10.35219/eai15840409469
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    References listed on IDEAS

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