TYPOLOGY, TRENDS AND BUYING BEHAVIOR OF DIGITAL CONSUMER
TYPOLOGY, TRENDS AND BUYING BEHAVIOR OF DIGITAL CONSUMER
Author(s): Silvia Klinčeková, Jarmila ŠalgovičováSubject(s): Psychology, Neuropsychology, Behaviorism, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Buying behavior; Digital consumer; Trends; Typologies;
Summary/Abstract: The paper deals with a typology, trends and buying behavior in a segment of digital consumer. In the introductory chapter we present digital consumer where we rely on the results of foreign research in which six changes are described. It is: equipment, communication, content, social media, video and retail. It further describes typology of digital consumers. In this paper we also address buying behavior and its specifications. In a conclusion the current trends of digital consumer are interpreted. The aim of this paper isto present the topic, highlight its actuality and the importance of understanding the digital consumer.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/2
- Page Range: 107-115
- Page Count: 9
- Language: English