Research Papers on Consumer Behavior and Digital Marketing

Abstract

In the twentieth regular issue of the International Journal of Marketing, Communication and New Media (IJMCNM), the journal's readers, authors, and reviewers can read the results of the research studies in Consumer Behavior and Digital Marketing.

These are two central themes today that the primary references in the field emphasize in their latest writings. For example, Kotler, Kartajaya, and Setiawan (2021) demonstrate how marketers can leverage technology to fulfill consumer needs and make a difference in the marketplace.

Despite the importance that technology in general, the internet, and social media have, the authors of the articles in this twentieth regular issue of IJMCNM mostly share here the results of studies they conducted in various countries and contexts, which aimed to analyze consumer behavior. Of the ten articles published, seven relate to the study of consumption, and three to digital marketing.

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