Ангажиране на потребители и процес на вземане на решение за покупка в интернет
Consumer Engagement and Process of Making Internet Purchase Decision

Author(s): Simeon Kolyandov
Subject(s): Economy, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: internet users; marketing 4.0; user engagement; consumer behaviour; the five A model
Summary/Abstract: This report aims to present the journey of Internet users in making a purchase decision. In order to clarify this process, several questions need to be answered, first of all, who are Internet users and whether they can be generalized according to their characteristics and habits in different communities. Next, the question of attracting the attention of consumers and their engagement with a brand or product is considered. Making a purchase decision is seen as a process, and in order to make it even more clear, the five A's model is used to describe the customer's journey.

• Details
• Contents