The impact of the development of digital technologies on consumer behavior | Вплив розвитку цифрових технологій на поведінку споживачів

English. Digital space, in accordance with today’s trends, has become an essential part of every individual’s everyday life. Social media has emerged as an effective tool in promoting marketing strategies. In a digital ecosystem where companies must understand their users and consumers online, the fundamental basis of online business models must include strategies such as user experience, influencer marketing, user-generated content or digital word-of-mouth. The development of mechanisms for influencing the audience is based on the analysis of consumer behavior in the digital environment. After the application of innovative marketing technologies, the activity of consumers undergoes changes. The purpose of the work is research and analysis of methods of digital adaptation to market conditions and development of a system of techniques for improving digitalized service in all spheres of life. To achieve the goal, the method of system analysis, comparison and modeling was applied. It has been determined that over the past decades, digital technology and social media have led to an evolution of consumer behavior that correlates with the actions that users take through the digital channels in which they invest their time. Consumer behavior in the digital age, digital marketing strategies, digital business models such as mobile applications or the sharing economy are explored. Concepts of digital strategies are revealed: content marketing, user experience, influencer marketing, user-generated content, digital word-of-mouth. The practical value of the work is to clarify the elements that should be developed into a quality security model and improve data management at each stage of work

Ukrainian. Визначено, що за останні десятиліття цифрові технології та соціальні медіа призвели до еволюції поведінки споживачів. Досліджено поведінку споживачів у цифрову епоху, стратегії цифрового маркетингу, цифрові бізнес-моделі, такі як мобільні додатки або спільна економіка. Розкрито поняття цифрових стратегій: контент-маркетинг, користувацький досвід, маркетинг впливових осіб, контент, створений користувачами, цифрова передача «з вуст в уста»