The Role of Consumer Behavior in Shaping Entrepreneurial Marketing Strategies in the Digital Age
DOI:
https://doi.org/10.70062/globalmanagement.v1i1.68Keywords:
Consumer behavior, entrepreneurial marketing, digital age, social media, customer loyalty, big data.Abstract
This article investigates the evolving role of consumer behavior in shaping entrepreneurial marketing strategies in the digital age. The proliferation of social media, online platforms, and big data analytics has transformed how entrepreneurs engage with consumers. The study delves into how entrepreneurs use consumer insights to create personalized marketing strategies, foster customer loyalty, and enhance brand value. A qualitative analysis of case studies from various industries illustrates the impact of digital tools on marketing effectiveness. The paper provides insights on how entrepreneurs can better align their marketing approaches with changing consumer preferences in a rapidly evolving digital landscape.
References
Arora, A., & Sood, A. (2021). Consumer behavior in the digital age: Implications for entrepreneurial marketing strategies. Journal of Business Research, 124, 304-315. https://doi.org/10.1016/j.jbusres.2020.11.021
Balakrishnan, M., & Sahay, A. (2020). The digital consumer: How online behaviors are shaping marketing strategies in entrepreneurial firms. Marketing Intelligence & Planning, 38(9), 1071-1083. https://doi.org/10.1108/MIP-11-2019-0445
Beck, M., & Hohenthal, J. (2020). Entrepreneurial marketing in the digital era: The role of consumer engagement in marketing strategies. International Journal of Entrepreneurial Behavior & Research, 26(6), 1372-1392. https://doi.org/10.1108/IJEBR-07-2019-0390
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation, and practice (7th ed.). Pearson Education.
De Lange, D., & Smith, A. (2021). The role of consumer behavior in shaping digital marketing strategies: A review of entrepreneurial approaches. Journal of Digital & Social Media Marketing, 9(3), 209-222. https://doi.org/10.1057/s41503-021-00063-1
Dolnicar, S., & Grün, B. (2020). Consumer behavior and marketing strategies in the digital marketplace: Insights for entrepreneurs. Journal of Consumer Marketing, 37(5), 595-609. https://doi.org/10.1108/JCM-07-2019-3285
Elliott, R., & Dibb, S. (2020). Understanding consumer behavior in the digital age: Implications for entrepreneurial marketing strategies. Journal of Marketing Management, 36(1), 30-49. https://doi.org/10.1080/0267257X.2019.1703605
Garcia, R., & Benito, S. (2021). The impact of digital technologies on consumer behavior and entrepreneurial marketing strategies. Journal of Strategic Marketing, 29(6), 509-524. https://doi.org/10.1080/0965254X.2021.1880276
Hollensen, S., & Opresnik, M. O. (2021). Consumer behavior in digital marketing: A framework for entrepreneurial firms. Journal of Marketing Research & Case Studies, 2021, 1-16. https://doi.org/10.5171/2021.806573
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson Education.
Li, H., & Wang, C. (2020). Entrepreneurial marketing and consumer behavior in the digital era: A critical review and research agenda. International Journal of Marketing Studies, 12(1), 1-12. https://doi.org/10.5539/ijms.v12n1p1
Morwitz, V. G., & Sudhir, K. (2020). The digital consumer and its influence on entrepreneurial marketing strategies. Journal of the Academy of Marketing Science, 48(5), 823-841. https://doi.org/10.1007/s11747-019-00712-7
Peppers, D., & Rogers, M. (2021). Managing customer relationships in the digital age. Wiley.
Pereira, M., & Oliveira, A. (2021). Understanding digital consumer behavior in the marketing strategies of startups. European Journal of Marketing, 55(2), 248-267. https://doi.org/10.1108/EJM-02-2019-0169
Sharma, P., & Sheth, J. N. (2020). Consumer behavior and marketing strategies in the age of digital disruption. Journal of Business Research, 118, 307-318. https://doi.org/10.1016/j.jbusres.2019.07.003
