An Investigation on the Consumers' Conduct in the Modern Digital Era and it's Implications for Marketing Management: A Global Perspective
Year: 2024
Type: article
Abstract: The research being conducted looks into how customer behavior is changing in the digital era and how marketing management methods are affected globally. The study uses a cross-sectional methodology to collect data from 200 different participants using a purposive sample strategy. The study's goals are to classify global trends in consumer behavior and evaluate the influence of modern digital-era behavior on marketing strategies. The robustness of the measurement items is confirmed by reliability analysis, and participant characterization is improved by demographic analysis. ANOVA and regression analysis offer a thorough grasp of the correlations and significance, confirming that customer behavior in the digital age has a positive and highly significant influence on marketing management tactics. All things considered; this research offers insights that are vital for companies navigating the challenges of the contemporary digital era.
DOI: 10.20372/nadre:8398
Author: Dr. Jenifer Lawrence
Institution: Woldia University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6944504117
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