2016 It is also important to examine the necessity of assessing users behaviors

2016 it is also important to examine the necessity of

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behavioral control (East et al. 2016). It is also important to examine the necessity of assessing users’ behaviors in digital media platforms. In countries such as Greece and the United States, Facebook is not only gaining popularity as the platform that attracts most of the internet users,
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DIGITAL MARKETING AND CONSUMER BEHAVIOR 14 but it suggests a high level of penetration in the target user groups. It is also the platform that dominates, in these virtual communities. Furthermore, these patterns highlight very significant statistics for future customers. For instance, 15 percent of children aged between 7 to 10 years are increasingly using smartphones. This point out that the future of digital marketing is improving and is brighter than it could be imagined in the past. The introduction of social media has catapulted the growth of new era customer empowerment and attitude transformation. This has allowed consumers to interlink with each other across different parts of the world. Consequently, customers can easily share and exchange personal, social, and scientific knowledge about the fashion, clothing, and textile products that are promoted by firms via the internet within the global marketplace ( Kavoura, Sakas & Tomaras 2017). By having more data and alternatives where to purchase a product, consumers take more influential roles I the process of creating value, thereby compelling firms to step away from their traditional organization-centric views to a more consumer-centric perception in order to maintain their competitive status. Having understood the patterns of change in attitudes over fashion products over time, companies utilize digital media tools that include social networking applications to enable users both inside and outside the organization to easily communicate and collaboratively develop, manage, and launch new products and services. The distinct element of digital media and its dominant popularity have transformed marketing practices and consumer attitude and behavior from information seeking to post purchase behaviors. The networked nature of social media and email enable like-minded people to gather in groups and subgroups with specific common interests. By coming together, their attitudes towards certain products are reinforced by discussions and sharing of posts and advertisements.
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DIGITAL MARKETING AND CONSUMER BEHAVIOR 15 Social media has made customers more sophisticated and assisted them to develop marketing strategies in searching, assessing, selecting, and buying products and services. Although social media and its marketing tools proliferate, developing unique approaches for efficaciously targeting and engaging users on each platform still remains a work-in-progress. Organizations that consider the internet as a strategic communication instrument have acknowledged the influence of members of social media platforms who regularly hare their preferred brands. Thus, organizations have seen the need to be interconnected to their
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