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Liburkina L. M.

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The Impact of Modern Digital Communications on Consumer Behavior
Bondarenko О. M., Striy L. O.

Bondarenko, Оlena M., and Striy, Lуubov O. (2024) “The Impact of Modern Digital Communications on Consumer Behavior.” Business Inform 2:346–355.
https://doi.org/10.32983/2222-4459-2024-2-346-355

Section: Management and Marketing

Article is written in Ukrainian
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UDC 366.322(477)

Abstract:
The article discusses the features of the influence of modern digital communications on consumer behavior. An analysis of research and publications of both domestic and foreign authors on the problems and trends of the impact of digitalization of society and the development of digital communications on consumer behavior is carried out. It is pointed out that, in general, the digitalization of society and the development of digital communications lead to a change in consumer behavior, requiring companies and marketers to adapt to new conditions and use modern technologies and methods of communication. Considering this, it is necessary to clearly understand the features of digital communication tools and their impact on consumer behavior, as well as the advantages and disadvantages of each of them. The aim of the research is to study the impact of modern digital communications on consumer behavior and consider the advantages and disadvantages of the main tools of modern digital communications. The object of the research is the impact of modern digital communications on consumer behavior. The subject of the research is digital communication tools. In the course of the research, the methods of questioning, structural and logical analysis, comparison and generalization of the findings were used. The methodological and informational basis comprise scientific works, materials of periodicals, Internet resources. The article analyzes the advantages and disadvantages of tools for influencing consumer behavior, such as: banner advertising, paid search advertising, video advertising, teaser advertising, SEO, external links, content optimization, SMS messaging, E-mail newsletters, mobile applications, price aggregators, social media marketing (SMM). Emphasis is placed on the statement that digital communications play an important role in shaping behavior of consumers, providing the latter with access to information, the ability to compare goods and services, interact with brands. All this helps companies attract new customers, retain existing ones, and increase sales.

Keywords: digital communications, consumer behavior, marketing tools, digitalization.

Fig.: 1. Bibl.: 13.

Bondarenko Оlena M. – Candidate of Sciences (Philosophy), Associate Professor, Associate Professor, Department of Marketing and International Logistics, Odesa National Economic University (8 Preobrazhenska Str., Odesa, 65082, Ukraine)
Email: [email protected]
Striy Lуubov O. – Doctor of Sciences (Economics), Professor, Professor, Department of Marketing and International Logistics, Odesa National Economic University (8 Preobrazhenska Str., Odesa, 65082, Ukraine)
Email: [email protected]

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