Running Title:
Digital Economy and Consumer Behaviour
Abstract
The digital economy has transformed marketing and consumer behaviour, reshaping the way businesses engage customers and deliver value. With the proliferation of e-commerce, digital marketing tools, and new technologies, consumers now demand greater convenience, personalization, and transparency in their interactions with firms. This study investigates the dynamic relationship between digital marketing strategies, online consumer behaviour, and shifting expectations in the digital economy. Using a conceptual and analytical approach, supported by secondary data, the study explores how e-commerce platforms, social media, and mobile technologies have redefined purchasing decisions, brand loyalty, and consumer trust. Findings indicate that businesses that leverage data-driven digital marketing and omnichannel strategies are more likely to satisfy evolving consumer needs and build lasting relationships. However, challenges such as information overload, privacy concerns, and the digital divide continue to hinder inclusive adoption. The study concludes that firms must balance technological innovation with consumer-centric strategies to thrive in competitive digital markets. Implications highlight the need for organizations to embrace agility, ethical data practices, and continuous adaptation to rapidly changing consumer expectations.
Keywords: Digital Economy, Marketing, Consumer Behaviour, E-Commerce, Digital Marketing, Consumer Expectations, Online Trust
