employee
Russian Federation
employee
Moscow, Russian Federation
The authors study the transformation of consumer behavior management models in the digital economy. The evolution of consumer behavior theories is examined, and key changes in consumer behavior under the influence of digitalization are analyzed. The main models of consumer behavior management relevant in the digital age are identified and described, including the omnichannel approach, management based on artificial intelligence and big data analysis, management through social networks and opinion leaders, as well as a model based on the concept of conscious and responsible consumption. Based on the analysis, recommendations have been formulated for companies making efforts to improve the effectiveness of interaction with consumers in the context of digital transformation.
consumer behavior, digital economy, consumer behavior management, omnichannel
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