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Using Digital Marketing to Study Customer Behavior

Author

Listed:
  • Mariana Juganaru

    (“Ovidius†University of Constanta)

  • Razvan Andronache

    (“Ovidius†University of Constanta)

  • Ruxandra Florentina Mihutiu (Firica)

    (“Ovidius†University of Constanta)

Abstract

More and more, marketing experts and management representatives of internationally renowned companies state, on various occasions, that the technologies used in production, distribution, promotion / communication activities are evolving rapidly, leading to changes in markets and changes in customer behavior. It is clear that all the changes specific to the digital age are a matter of concern to any organization, regardless of its size, object of activity, market in which it operates, because they can act as either opportunities or threats, with important (sometimes decisive) consequences in terms of economic and social results. In this context, of multiple changes taking place, this paper aims at bringing to attention an analysis of the use of digital marketing (especially in terms of studying customer behavior) by a small company, established only 3 years and a half ago, an approach which has ensured its success in the market.

Suggested Citation

  • Mariana Juganaru & Razvan Andronache & Ruxandra Florentina Mihutiu (Firica), 2021. "Using Digital Marketing to Study Customer Behavior," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 773-778, December.
    • Handle: RePEc:ovi:oviste:v:xxi:y:2021:i:2:p:773-778
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    More about this item

    Keywords

    digital marketing; consumer behavior; business success;
    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
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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