The impact of digital and social marketing on consumer behavior

Kulikova Oksana Mikhailovna, Suvorova Svetlana Dmitrievna

The article examines the influence of digital and social marketing on consumer behavior in the digital environment, which is rapidly developing and focuses on the phenomena that are relevant in practice and interesting in theory. The study identifies several main areas of consumer behavior: consumer digital culture (I), response to digital advertising (II), the impact of the digital environment on consumer behavior (III), mobile environment (IV), and Internet WOM (V). Identification of the person in the digital space reveals the possibility of simultaneous focus on these areas. The authors believe that the use of digital and social marketing provides greater access to information, communication tools, radically changing the way consumers interact with the business and social environment.

Keywords:digital marketing, digital culture of consumers, reaction to digital advertising, influence of digital environment on consumer behavior, mobile environment, Internet WOM.