CONSUMER BEHAVIOR IN THE DIGITAL ERA

Abstract

This article explores the evolving consumer behavior in the rapidly changing digital landscape. As technology advances and internet accessibility grows, consumers experience a significant transformation in how they engage with products and services. Elements such as information accessibility, the impact of social media, and the ease of online shopping have given rise to new consumer behavior patterns. The research seeks to analyze how this transition impacts consumer purchasing decisions and preferences. Employing both qualitative and quantitative research methods, we gathered data from respondents representing diverse consumer segments. The research findings reveal that consumers in the digital age tend to be more focused on obtaining information, socially interconnected, and inclined to make decisions based on online reviews and recommendations from friends. Additionally, the article delves into the influence of emerging technologies like artificial intelligence and big data analysis in comprehending consumer behavior. Practical implications of these findings are elucidated to aid businesses and marketers in gaining a deeper insight into consumer behavior, devising effective marketing strategies, and enhancing consumer experiences in the digital realm. The research findings delineate a paradigm shift in consumer behavior during the digital era, outlining the challenges and opportunities confronting businesses and offering insights into strategies that can be embraced to remain relevant and successful in this dynamically changing market.