Consumer Behavior in a Digital Context

Abstract

In an increasingly digitalized world, where commerce and interactions increasingly occur digitally, it is crucial for organizations' marketing and sales strategies to understand online consumer behavior. With the proliferation of devices and the growing influence of social networks, consumers have access to a variety of information and options, shaping their purchasing decisions, which are evolving. In this article I investigate purchasing trends, the factors that influence them, as well as the interactions between consumers and brands in digital environments and the ethics and strategies for effectively engaging consumers online. Following this comprehensive analysis of consumer behavior, this article provides valuable insights for organizations to adapt their Marketing and Sales approaches to consumer behavior in this context, promoting a deeper and more effective understanding of the market.