Izvorni znanstveni članak
THE INFLUENCE OF DIGITAL TECHNOLOGIES ON CONSUMER BEHAVIOR
Sanja Bijakšić
; University of Mostar Trg hrvatskih velikana bb, 88000 Mostar, Bosnia and Herzegovina
Ornela Leko
; Faculty of Humanities and Social Sciences of the University of Mostar Matice hrvatske 1, 88000 Mostar, Bosnia and Herzegovina
Boris Martinović
orcid.org/0009-0009-1491-7956
; University of Mostar Trg hrvatskih velikana bb, 88000 Mostar, Bosnia and Herzegovina
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 purchases. 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.
Ključne riječi
digital technologies; consumer digital behavior; marketing
Hrčak ID:
328990
URI
Datum izdavanja:
6.3.2025.
Posjeta: 683 *