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Understanding Consumer Behaviour in the Digital Era: A Literature Review

Author

Listed:
  • Diana E. DRAGHICI

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Mihaela CONSTANTINESCU

    (Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

In the rapidly evolving digital age, it is crucial for marketers to understand consumer behaviour to develop effective strategies. This literature review explores the complex dynamics that shape consumer behaviour in the digital realm. Based on a comprehensive analysis of existing research, this article explores the key factors that influence the consumer decision-making process, including the impact of technology and artificial intelligence on personalised marketing strategies. Additionally, the role of trust, privacy concerns, and empowerment in shaping digital consumer behaviour is explored. The findings provide valuable insights for marketers seeking to adapt and thrive in an increasingly digital marketplace.

Suggested Citation

  • Diana E. DRAGHICI & Mihaela CONSTANTINESCU, 2024. "Understanding Consumer Behaviour in the Digital Era: A Literature Review," PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ECONOMICS AND SOCIAL SCIENCES, Bucharest University of Economic Studies, Romania, vol. 6(1), pages 1014-1024, August.
    • Handle: RePEc:rom:conase:v:6:y:2024:i:1:p:1014-1024
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    More about this item

    Keywords

    artificial intelligence (AI); consumer behaviour; digital marketing; technology integration.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory

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