Changes of Consumer Behavior in the Internet Era and Its Impact on Advertising and Marketing

Abstract

In recent years, the emergence of the digital economy era has prompted significant transformations in peoples purchase patterns, hence presenting novel obstacles for online merchants engaged in advertising and marketing activities.The present study examines the shifts in consumer behavior and its ramifications for advertising and marketing practices within the context of the internet era. This study offers a thorough analysis of the distinctive characteristics of the internet era and explores theories and concepts related to consumer behavior and advertising marketing. This study aims to investigate the influence of the internet on consumer behavior and the emergence of individualized needs through a thorough analysis of relevant literature. The research findings suggest that the internet has had a substantial impact on consumer behavior, resulting in alterations in consumer preferences, buying patterns, and decision-making procedures. This statement underscores the critical need of implementing personalized marketing strategies that address the unique requirements of individuals within the context of the digital age. Additionally, the research highlights privacy problems and deceptive advertising as notable obstacles encountered by advertisers in the digital age. In summary, this study contributes to our understanding of the impact of the internet on consumer behavior and its subsequent consequences for advertising and marketing.