Abstract

Rapid changes in consumer behaviour are occurring in how individuals use digital platforms. Companies who want to gain from this need to go deeper than the upper space to see who is doing what. In recent decades, changing technologies, the internet, developing technologies, and social media platforms, all have contributed to the change of customer behaviour. Digital advancements through generations have brought about a shift in consumer behaviour, which presents several opportunities as well as difficulties for firms operating online. Businesses may interact with their clients more easily by employing various marketing methods when they have a better understanding of their behaviour. This review paper examines the nuances of consumer behaviour in the era of virtualization, examining the significant changes and effects brought about by the development of cutting-edge technology and looks at how it has evolved in the digital age, and talk about tactics that companies may use to adapt to these changing trends in this piece. With a focus on important facets such as generations, digital marketing tactics, social media dynamics, online shopping, and blending developing technology, the paper offers a thorough analysis of how these components contribute to modern consumer decision-making processes. With a focus on the dynamic environment, the assessment looks at how ecommerce affects things, how social media shapes alternatives, how effective digital marketing and advertising strategies are, and how disruptive technologies like blockchain, augmented reality, and artificial intelligence can be.

Keywords: digital platforms, generations, consumer behaviour, blockchain technology, augmented reality and artificial intelligence.

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