TRANSFORMATION OF CONSUMER BEHAVIOR PATTERNS UNDER THE INFLUENCE OF DIGITAL COMMUNICATIONS AND SOCIAL MEDIA

Abstract

Introduction. The digitalization of society is changing the basic mechanisms of purchasing decisions. The modern consumer operates in an information overload environment, where digital trust, social proof, recommendation systems and user-generated content play a significant role. Motivational guidelines are being transformed, the chain of purchasing decisions is being shortened, and the influence of emotional and social factors is increasing.

Purpose. The aim of this research is to theoretically confirm and practically examine the modification of consumer behavior patterns influenced by digital interactions and online platforms.

Materials and methods. The research materials are: scientific works of domestic and foreign scientists on the theory of consumer behavior, marketing, and digital communications.

During the research procedure, the subsequent scientific approaches were employed: the technique of theoretical generalization and systematization, - examination and synthesis - to pinpoint major factors of social media's impact on shopper choices; induction and deduction - to shape the study's logic and validate the findings; comparative assessment - to contrast established and electronic models of consumer conduct; the structural-functional methodology - to ascertain connections among components of the electronic communication setting; and the graphical approach - to illustrate the study's outcomes.

Results. Theoretical approaches to the analysis of consumer behavior are systematized and their transformation in the digital economy is determined. The evolution of consumer behavior models under the influence of the digitalization of the information environment and the development of social platforms is analyzed. The key mechanisms of the influence of social media (algorithmic personalization, social proof, influence marketing, user content) on the process of consumer decision-making are determined. The change in motivational, cognitive and emotional factors of consumer behavior in the digital environment is studied. Practical recommendations are developed for adapting marketing strategies of enterprises to transformed models of consumer behavior. A generalized conceptual model of the influence of digital communications on consumer behavior is formed, taking into account the obtained theoretical and empirical results.

Discussion. In additional scientific study, it is suggested to concentrate on examining behavioral variations between generations in the electronic environment. This will permit a more profound comprehension of the structures of consumer preference development in varied age cohorts and pinpoint the unique aspects of their information reception.