Understanding Consumer Behaviour in the Digital Era: A Literature Review
Understanding Consumer Behaviour in the Digital Era: A Literature Review

Summary/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

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