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Understanding Consumer Behaviour In A Digital Age

Author

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  • Olimpia Elena Mihaela OANCEA

    (National University of Science and Technology POLITEHNICA Bucharest, Pitesti University Center, Romania)

Abstract

Consumers are changing the ways they use digital platforms at lightning speed. To benefit, companies must take a refined look below the surface to understand who is doing what. In recent decades, the Internet, evolving technologies, and social media have led to the evolution of consumer behaviour. The changes in customer behaviour driven by digital developments provide many opportunities and challenges that businesses also need to deal with online. The better companies know about the behaviour of their customers, the easier they can engage with them using different strategies marketing. In this article, I will explore the concept of consumer behaviour, examine how it has changed in the digital era, and discuss strategies for businesses to align themselves with these shifting trends.

Suggested Citation

  • Olimpia Elena Mihaela OANCEA, 2023. "Understanding Consumer Behaviour In A Digital Age," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 22(2), pages 35-42.
    • Handle: RePEc:pts:journl:y:2023:i:2:p:35-42
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    References listed on IDEAS

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    1. Hui Yang & Soundar Kumara & Satish T.S. Bukkapatnam & Fugee Tsung, 2019. "The internet of things for smart manufacturing: A review," IISE Transactions, Taylor & Francis Journals, vol. 51(11), pages 1190-1216, November.
    2. Tatiana Marceda Bach & Wesley Vieira Silva & Adriano Mendonça Souza & Claudineia Kudlawicz-Franco & Claudimar Pereira Veiga, 2020. "Online customer behavior: perceptions regarding the types of risks incurred through online purchases," Palgrave Communications, Palgrave Macmillan, vol. 6(1), pages 1-12, December.
    3. Drew, Stephen, 2003. "Strategic Uses of E-Commerce by SMEs in the East of England," European Management Journal, Elsevier, vol. 21(1), pages 79-88, February.
    4. DUMITRESCU Luigi & ORZAN Gheorghe & FUCIU Mircea, 2015. "Understanding The Online Consumer Behaviour And The Usage Of The Internet As A Business Environment - A Marketing Research," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 67(3), pages 63-79.
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    More about this item

    Keywords

    consumer behaviour; digital platforms; marketing strategies; generations.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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