TYPOLOGY, TRENDS AND BUYING BEHAVIOR OF DIGITAL CONSUMER
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The paper deals with a typology, trends and buying behavior in a segment of digital consumer. In the introductory chapter we present digital consumer where we rely on the results of foreign research in which six changes are described. It is: equipment, communication, content, social media, video and retail. It further describes typology of digital consumers. In this paper we also address buying behavior and its specifications. In a conclusion the current trends of digital consumer are interpreted. The aim of this paper is to present the topic, highlight its actuality and the importance of understanding the digital consumer.
Authors and Affiliations
Silvia Klinčeková, Jarmila Šalgovičová
Keywords
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