Digital marketing strategies – relevance and influence on sustainable consumption
The report examines the impact of digital marketing strategies on consumer behavior. Literature analysis, expert interviews, cross-sectional surveys and a behavioral experiment were used to address the issue from different perspectives. The state of research and the interview results lead to the conclusion that online marketing approaches (e.g. personalized advertising, social media marketing) are particularly relevant due to their high prevalence and consumer impact. The behavioral experiment provides information about how digital marketing strategies may increase the individual consumption level.
