THE CONSUMERS PERCEPTION OF THE BRAND IN DIGITAL ENVIRONMENT Cover Image

THE CONSUMERS PERCEPTION OF THE BRAND IN DIGITAL ENVIRONMENT
THE CONSUMERS PERCEPTION OF THE BRAND IN DIGITAL ENVIRONMENT

Author(s): Tomáš Ružička
Subject(s): Social Sciences, Economy, Psychology, Media studies, Sociology, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; consumer; digital consumer; digital market; media;

Summary/Abstract: Today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands, thanks to the proliferation of digital devices and platforms. Content that was once only available to consumers via specific methods of delivery (such as via print, radio and broadcast television) can now be sourced and delivered to consumers through their multiple connected devices. This is driving the media revolution and blurring traditional media definitions. Consumers continue to take an advantage of the convenience of anytime, anywhere browsing and shopping via their smartphones and tablets, there is a huge opportunity for retailers and brands to capture the full pathto-purchase.

  • Issue Year: 4/2016
  • Issue No: 1/1
  • Page Range: 255-262
  • Page Count: 8
  • Language: English
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