Transformation of consumer behavior management models in the digital economy

Irina Tikhomirova; Alexandra Andreeva

doi:10.24151/2409-1073-2024-4-62-71

UDC

339.133.017

TRANSFORMATION OF CONSUMER BEHAVIOR MANAGEMENT MODELS IN THE DIGITAL ECONOMY Transformation of consumer behavior management models in the digital economy

АА Аа

Published in Economic and Social Research · Pages 62–71 · Rubric: Economics of Innovation-Driven Growth: Theory and Practice

DOI: https://doi.org/10.24151/2409-1073-2024-4-62-71 · EDN: DYCGKD

Received: 29.10.2024 Accepted: 11.04.2025 Published: 11.04.2025

Authors

Irina Tikhomirova

Alexandra Andreeva

ORCID SPIN

Irina Tikhomirova

Academic degree: candidate of economic sciences

Science rang: docent

National Research University of Electronic Technology Associate Professor at the Department · Department of Economics, Management and Finance · Russian Federation · Moscow

Alexandra Andreeva

Academic degree: candidate of economic sciences

Science rang: docent

National Research University of Electronic Technology Associate Professor · Institute of Economics, Management and Psychology

National Research University of Electronic Technology Career Guidance Consultant · Career Development Center

ORCID SPIN

ABSTRACT

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.

KEYWORDS

consumer behavior, digital economy, consumer behavior management, omnichannel

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Editor-in-Chief

Tatiana Rastimeshina

rast-v2012@yandex.ru

Deputy Editor-in-Chief

Aleksandr Pirogov

aipirogov2013@gmail.com

Executive editor

Yuliya Lunkina

+7(905)502-88-41

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GOST

Tikhomirova I. I., Andreeva A. A. Transformation of consumer behavior management models in the digital economy // Economic and Social Research. 2024. no. 4. pp. 62-71. DOI: https://doi.org/10.24151/2409-1073-2024-4-62-71. EDN: DYCGKD. (Date of access 06.09.2026).

MLA

Irina Tikhomirova, Andreeva A. A.. "Transformation of consumer behavior management models in the digital economy." Economic and Social Research.4 (2024): 62-71. DOI: https://doi.org/10.24151/2409-1073-2024-4-62-71. EDN: DYCGKD.

APA

Tikhomirova I. I., Andreeva A. A. (2024). Transformation of consumer behavior management models in the digital economy. Economic and Social Research(4), 62-71. https://doi.org/10.24151/2409-1073-2024-4-62-71 EDN: DYCGKD.

Chicago

Irina Tikhomirova, Andreeva A. A.. "Transformation of consumer behavior management models in the digital economy." Economic and Social Research, no. 4 (2024): 62-71. https://doi.org/10.24151/2409-1073-2024-4-62-71. EDN: DYCGKD.

WIKI

{{cite journal | author = Tikhomirova I. I., Andreeva A. A. | title = Transformation of consumer behavior management models in the digital economy | journal = Economic and Social Research | year = 2024 | issue = 4 | pages = 62-71 | doi = 10.24151/2409-1073-2024-4-62-71 }} EDN: DYCGKD

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TRANSFORMATION OF CONSUMER BEHAVIOR MANAGEMENT MODELS IN THE DIGITAL ECONOMY Transformation of consumer behavior management models in the digital economy

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