September 21, 2024 Journal article Open Access

Dr. Jenifer Lawrence

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  <identifier identifierType="DOI">10.20372/nadre:8398</identifier>
  <creators>
    <creator>
      <creatorName>Dr. Jenifer Lawrence</creatorName>
      <affiliation>Woldia University</affiliation>
    </creator>
  </creators>
  <titles>
    <title>An Investigation on the Consumers' Conduct in the Modern  Digital Era and it's Implications for Marketing Management: A Global Perspective</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2024</publicationYear>
  <subjects>
    <subject>Consumers' Conduct, Modern Digital Era, Marketing Management.</subject>
  </subjects>
  <dates>
    <date dateType="Issued">2024-09-21</date>
  </dates>
  <resourceType resourceTypeGeneral="JournalArticle"/>
  <alternateIdentifiers>
    <alternateIdentifier alternateIdentifierType="url">https://nadre.ethernet.edu.et/record/8398</alternateIdentifier>
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  <relatedIdentifiers>
    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.20372/nadre:8397</relatedIdentifier>
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  <rightsList>
    <rights rightsURI="http://www.opendefinition.org/licenses/cc-by">Creative Commons Attribution</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
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  <descriptions>
    <description descriptionType="Abstract">&lt;p&gt;Abstract&lt;/p&gt;

&lt;p&gt;The research being conducted looks into how customer behavior is changing in the digital era and how marketing management&lt;/p&gt;

&lt;p&gt;methods are affected globally. The study uses a cross-sectional methodology to collect data from 200 different participants using a&lt;/p&gt;

&lt;p&gt;purposive sample strategy. The study&amp;#39;s goals are to classify global trends in consumer behavior and evaluate the influence of&lt;/p&gt;

&lt;p&gt;modern digital-era behavior on marketing strategies. The robustness of the measurement items is confirmed by reliability analysis,&lt;/p&gt;

&lt;p&gt;and participant characterization is improved by demographic analysis. ANOVA and regression analysis offer a thorough grasp of&lt;/p&gt;

&lt;p&gt;the correlations and significance, confirming that customer behavior in the digital age has a positive and highly significant&lt;/p&gt;

&lt;p&gt;influence on marketing management tactics. All things considered; this research offers insights that are vital for companies&lt;/p&gt;

&lt;p&gt;navigating the challenges of the contemporary digital era.&lt;/p&gt;</description>
  </descriptions>
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