Дигиталната социология като част от Маркетинг 5.0
Digital Sociology as Part of Marketing 5.0

Author(s): Simeon Kolyandov
Subject(s): Social Sciences, Economy, Business Economy / Management, Sociology, Methodology and research technology, Social Theory, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: internet sociology; marketing 5.0; ethical challenges; metaverse
Summary/Abstract: In the era of Marketing 5.0, digital technologies and social dynamics are intertwined, creating new challenges and opportunities for business and society. Internet sociology studies the impact of online communication, social networks and digital platforms on consumer behaviour, trend formation and brand building. This study examines how social interactions in digital environments are transforming marketing strategies, focusing on personalization, artificial intelligence, and the ethical aspects of digital advertising. Key issues such as the penetration of the metaverse into everyday life, work, and education are analyzed, shaping the future of digitization. The paper highlights the importance of internet sociology as a tool for understanding new patterns of consumer behaviour and creating effective marketing strategies in a dynamic digital society.

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