The New Dynamics of Marketing and the Influence of Digital

Abstract

In today's world, the dynamics of communication and marketing are constantly evolving, reflecting changes in consumer behavior and the strategies followed by brands. Social networks and digital platforms have become essential for interaction between brands and consumers, providing new forms of persuasive communication. This issue of our journal addresses crucial issues within this panorama, exploring how digital interaction influences purchasing decisions and brand perception.

Personal recommendations, even when made on digital platforms, remain one of the most persuasive forms of marketing communication (Berger, 2014). On the other hand, the right message can increase persuasiveness, especially when the time distance between the message and the expected action is short (Trope & Liberman, 2010).

The role of digital influencers in the actions of a brand's followers is increasingly relevant. Their image and credibility are decisive for follower engagement and interaction (De Veirman et al., 2017). Therefore, the perceived credibility of influencers has a significant impact on consumer attitudes and purchasing behavior (Jin & Phua, 2014).

The relationship between the experience provided by the brand and the perceived value of the brand is crucial to creating awareness and reputation. Positive brand experiences not only increase consumer loyalty but also reinforce the brand's value in the market (Brakus et al., 2009). 

Having given this brief introduction, I invite the reader to read all the articles in this regular issue to learn more about the results achieved in studies developed by researchers from universities and research centers in Brazil, Georgia, Portugal, Spain, and the USA.

DOI: https://doi.org/10.54663/2182-9306.2024.v.12.n.22.1-5