МАРКЕТИНГ ЦИФРОВОЇ СФЕРИ: ПОВЕДІНКА СПОЖИВАЧІВ В УМОВАХ ПАНДЕМІЇ

Abstract

Peculiarities of consumer behavior were considered earlier in the conditions of industrial society, without taking into account the laws of rapid development of the digital sphere and the modern information concept of society. In terms of the spread of Internet technology and the development of information and social networks, social processes were changed in consumer behaviour. Global lockdown, coercion to social distancing, blocking and number of other measures in response to the COVID-19 pandemic have led consumers to increase the use of online stores and social networks. 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 in the pandemic. Considered the possibilities of predicting the behavior of consumers with similar styles of behavior, in different situations, the purchase of goods. The main archetypes of buyers in Ukraine are analyzed and the most typical ways of purchasing for each of them are analyzed in the pandemic. A number of e-commerce problems identified or exacerbated during quarantine have been identified. It is determined that commercial activity in the digital sphere must be in compliance with the law, as plaintiffs are exempt from paying court fees and can go to court to protect their rights in absurd situations. It is proved that social networks become not only a full-fledged channel of marketing communications, but also play the role of a recommended «player» in the digital sphere. It is shown that communication of the brand in social networks increases customer loyalty. Accordingly, the author was 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. The main directions for further research are related to the issues of evaluating the effectiveness of marketing activities in social networks, automating the process of planning a strategy for the brand presence in social networks.