EXPLORING CONSUMER BEHAVIOR IN THE DIGITAL AGE: A MARKETING PERSPECTIVE

Abstract

The rapid evolution of digital technologies has significantly transformed consumer behavior, presenting new opportunities and challenges for marketers. This paper explores the fundamental shifts in consumer behavior in the digital age, focusing on how digital platforms, social media, e-commerce, and artificial intelligence (AI) influence purchasing decisions. The study examines key factors such as personalized marketing, online consumer engagement, digital trust, and the role of data analytics in understanding consumer preferences. Furthermore, it highlights the impact of mobile technology and omnichannel marketing in shaping the modern customer journey. By analyzing contemporary marketing strategies and consumer expectations, this research provides valuable insights into the dynamic relationship between businesses and digital consumers. The findings emphasize the necessity for companies to adopt adaptive, data-driven, and consumer-centric approaches to thrive in the competitive digital marketplace.