Exploring the Impact of Digital Technologies on Consumer Behavior in the Post-Pandemic Era

Anca-Luiza Hotoi
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Anca-Luiza Hotoi: Bucharest University of Economic Studies, Bucharest, Romania

Economics and Applied Informatics, 2024, issue 3, 408-417

Abstract: The COVID-19 pandemic has accelerated global digitalization, leading to significant changes in consumer behavior. This study investigates the impact of digital technologies on consumer behavior in the post-pandemic era, focusing on how digital marketing campaigns influence purchasing decisions. Through the analysis of data collected from the Google Ads campaigns of an online store, quantitative research was conducted to identify emerging trends and changes in consumer preferences. The results highlight a significant increase in online transactions, a growing preference for personalized digital interactions, and a greater reliance on mobile platforms. The conclusions underscore the importance of adapting marketing strategies to the new digital realities and offer recommendations for companies to optimize their online presence. The study contributes to a deeper understanding of how digital technologies shape consumer behavior in the post-pandemic context.

Keywords: Digital technology; Consumer behavior; Post-pandemic era; E-commerce; Digital transformation; Digital marketing (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fseeai:y:2024:i:3:p:408-417

DOI: 10.35219/eai15840409469

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