Exploring the Impact of Digital Technologies on Consumer Behavior in the Post-Pandemic Era
The COVID-19 pandemic has accelerated global digitalization, leading to significant changes in consumer behavior. This study investigates the impact of digital technologies on consumer behavior in the post-pandemic era, focusing on how digital marketing campaigns influence purchasing decisions. Thro...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Dunarea de Jos University of Galati
2024-12-01
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| Series: | Annals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics |
| Subjects: | |
| Online Access: | http://eia.feaa.ugal.ro/images/eia/2024_3/Hotoi.pdf |
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| Summary: | The COVID-19 pandemic has accelerated global digitalization, leading to significant changes in consumer behavior. This study investigates the impact of digital technologies on consumer behavior in the post-pandemic era, focusing on how digital marketing campaigns influence purchasing decisions. Through the analysis of data collected from the Google Ads campaigns of an online store, quantitative research was conducted to identify emerging trends and changes in consumer preferences. The results highlight a significant increase in online transactions, a growing preference for personalized digital interactions, and a greater reliance on mobile platforms. The conclusions underscore the importance of adapting marketing strategies to the new digital realities and offer recommendations for companies to optimize their online presence. The study contributes to a deeper understanding of how digital technologies shape consumer behavior in the post-pandemic context. |
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| ISSN: | 1584-0409 |