THE AGE OF DIGITAL ECONOMY AND CONSUMERISM

Abstract

The digital economy represents a transformative shift in how goods and services are created, marketed, and consumed, driven by advancements in technology and digitisation. This new landscape has fundamentally altered the dynamics of consumer behaviour, influencing how individuals interact with brands, seek information, and make purchasing decisions. At its core, the digital economy encompasses all economic transactions that occur through digital platforms, including e-commerce, social media marketing, and digital financial services. This chapter aims to explore the interplay between consumer behaviour and the digital economy, highlighting how technology reshapes expectations, preferences, and engagement strategies.