Year: 2024
Type: article
Abstract: Discussing the new ways of digital marketing and its relationship with the consumer of the technological era is of fundamental importance. Thus, this study aims to analyze, through a literature review, what is the position of academia on the role of digital marketing as a promoter of Consumption in the Technological Era. It is intended thus to consider the evolution of electronic commerce from the actions proposed by Digital Marketing as well as investigate the role of the consumer when influenced by it. There is a perception that from the global pandemic process, in Brazil specifically, there was a greater demand for online consumption, through store chains that are increasingly developing their digital marketing channels as a means of retaining the consumer and at the same time promote consumption.
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405847937