Detalji o radu
Broj pregleda rada: 27
Broj preuzimanja dokumenta: 0
Naslov: The Influence of Digital Technologies on Consumer Behavior
Godina: 2025
Autori: SANJA BIJAKŠIĆ, ORNELA LEKO, BORIS MARTINOVIĆ
Sažetak: Due to globalization, the variances among markets are increasingly diminishing, concurrently with consumers becoming more educated and demanding to satisfy their specific needs. The accelerated development of digital technologies significantly contributes to these phenomena. Adopting digital technologies has become the predominant mode of communication between manufacturers and consumers and a means of socialization within the population. The distinctions between the offline and digital worlds are becoming less discernible. Digital technologies are shaping the individual's world and encouraging specific behaviors. They facilitate the organization of both professional and private life, ranging from scheduling meetings to orchestrating activities in one's personal life. Simultaneously, they are employed for product searches, generating insights about them, and facilitating their purchase. Thus, consumer digital behavior has emerged as a phenomenon that compels researchers and organizations to engage in ongoing investigation and adaptation to garner new insights or enhance their business processes. It can be asserted that digital technologies have become an indispensable daily practice for every individual, irrespective of their lifestyle or life choices. This study aims to identify consumer behaviors through the utilization of digital technologies. The research findings will elucidate the types of content most frequently accessed by the population through digital technology.
Vrsta rada: Izvorni znanstveni članak
Izdanje: CroDiM International Journal of Marketing Science
Znanstvena područja:
DRUŠTVENE ZNANOSTI
Dokument: