The Impact of Digital Technologies on Consumer Behaviour
The Impact of Digital Technologies on Consumer Behaviour Heinin Annan. Digital technology has reshaped how consumers interact with information, brands, and one another. With smartphones in hand, users now access a global marketplace, curated content streams, and instant communication channels. From the birth of influencer marketing to data-driven personalisation, this digital era presents both opportunities and challenges. This article explores the evolving relationship between audiences and digital platforms, supported by current data, scholarly research, and practical examples. Key Technologies Driving Change Smartphones, social media platforms (such as X, Facebook, Snapchat, TikTok and Instagram), voice assistants, and streaming services have become daily tools for consuming content and making purchase decisions. These technologies foster a convenient, and constant availability. Consumers no longer wait to discover ...