Review of the Influence of Marketing Innovation on Consumer Behavior in Digital Economy
DOI:
https://doi.org/10.54691/bcpbm.v23i.1432Keywords:
Marketing Innovation, Consumer Behavior, Digital Economy.Abstract
With the continuous development of technology, the digital economy is around us all the time. Under these changes, online advertising become more and more prevalent and they affects people’s behaviors imperceptibly, so the marketing plan in each company is also innovating ceaselessly to pursue consumers to purchase. This article begins by finding some literature on the digital economy, marketing innovation, and e-commerce media to understand today's marketing trends and developments. Then, it summarizes how marketing innovation affects consumer behavior by combing through existing research. The research results show that the digital economy has brought a lot of convenience to consumers' lives and enriched their lives, but it is also accompanied by some problems. At the same time, in addition to many social networks on the Internet, most stores will use the Internet and other social networks to increase the promotion of the products they sell, thereby attracting consumers. Finally, this paper summarizes several behaviors of consumers under marketing innovation, and puts forward some suggestions for marketing measures under the digital economy.
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