DIGITAL MARKETING: CONSUMER BEHAVIOR
https://doi.org/10.26425/1816-4277-2019-5-5-11
Abstract
Corporations direct significant funds to create a “digital relationship” with customers. The article deals with the results of research in the field of digital marketing, in particular theoretical and research issues of changes in consumer behavior under the influence of digital technologies and the digital environment. The basis for future researches of consumer behavior has been introduced, which highlights the points of contact in the implementation of the marketing strategy and tactics, where digital technologies have and will have a significant impact.
About the Authors
G. V. ButkovskayaRussian Federation
Butkovskaya Galina - Candidate of Economic Sciences
Moscow
A. V. Statkus
Russian Federation
Statkus Aleksandr - Candidate of Economic Sciences
Moscow
References
1. Angevine C., Plotkin C. L., Stanley J. When B2B buyers want to go digital – and when they don’t. McKinsey Quarterly, 2017. Available at: https://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/when-b2b-buyers-want-to-go-digitaland-when-they-dont (accessed 15.01.2019).
2. Bronnenberg B. J., Kim B. J., Mela C. F. Zooming in on choice: How do consumers search for cameras online? Marketing Science, 2016, I. 35 (5), pp. 693-712.
3. Court D., Elzinga D., Mulder S., Vetvik O. J. The consumer decision journey. McKinsey Quarterly, 2019. Available at http:// www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey (accessed 17.01.2019).
4. Edelman D. C., Singer M. Competing on customer journeys, Harvard Business Review, 2015, November, pp. 88-100.
5. Granados N., Gupta A., Kauffman R. J. Online and offline demand and price elasticities: Evidence from the air travel industry, Information Systems Research, 2012, I. 23 (1), pp. 164-181.
6. Haubl G., Trifts V. Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 2000, Vol. 19, pp. 4-21.
7. Kannan P. K., Hongshuang L. Digital marketing: A framework, review and research agenda, International Journal of Research in Marketing, 2016, Vol. 34, I. 1, pp. 22-45.
8. Kim J. B., Albuquerque P., Bronnenberg B. J. Online demand under limited consumer search, Marketing Science, 2010, I. 29(6), pp. 1 001-1 023.
9. Kushwaha T., Shankar V. Are multichannel customers really more valuable? The moderating role of product category characteristics, Journal of Marketing, 2013, I. 77 (4), pp. 67-85.
10. Neslin S. A., Grewal D., Leghorn R., Shankar V., Teerling M. L., Thomas J. S., Verhoef P. C. Challenges and opportunities in multichannel customer management, Journal of Service Research, 2006, I. 9 (2), pp. 95-112.
11. Seiler S. The impact of search costs on consumer behavior: A dynamic approach. Quantitative Marketing and Economics, 2013, I. 11 (2), pp. 155-203.
12. Shankar V., Venkatesh A., Hofacker C., Naik P. Mobile marketing in the retailing environment: Current insights and future research avenues, Journal of Interactive Marketing, 2010, I. 24 (2), pp. 111-120.
13. Shi S. W., Zhang J. Usage experience with decision aids and evolution of online purchase behavior. Marketing Science, 2014, I. 33 (6), pp. 871-882.
14. Shi S. W., Wedel M., Pieters R. Information acquisition during online decision making: A model-based exploration using eye-tracking data, Management Science, 2013, I. 59 (5), pp. 1 009-1 026.
15. The Digitisation of Everything. How organisations must adapt to changing customer behaviour. United Kingdom: Ernst & Young LLP, 2015. Available at: https://www.ey.com/Publication/vwLUAssets/The_digitisation_of_everything_-_How_organisations_must_adapt_to_changing_consumer_behaviour/%24FILE/EY_Digitisation_of_everything.pdf (accessed 25.01.2019).
16. Xu K., Chan J., Ghose A., Han S. Battle of the channels: The impact of tablets on digital commerce, Management Science, 2016, I. 63 (5), pp. 1 469-1 492.
Review
For citations:
Butkovskaya G.V., Statkus A.V. DIGITAL MARKETING: CONSUMER BEHAVIOR. Vestnik Universiteta. 2019;(5):5-11. (In Russ.) https://doi.org/10.26425/1816-4277-2019-5-5-11