Digital technologies have brought important and incomparable changes in many aspects of our lives. They are also changing the marketing environment - and the consumer behavior is the key change that companies are facing. Relationships between companies and consumers have become more complex. The reason for this is the digital interconnection that reduces the asymmetry of information between companies and consumers. With digital technologies, a new communication model has emerged where everyone is communicating with everyone. Consumers gained and began to use their power. A new type of consumers has emerged with different preferences and different demands than those of the consumers we previously knew. Thus, the opinions and experiences of other consumers have become a benchmark for the quality of products and services. The aim of the master's thesis is to deepen the understanding of interactions between consumers and companies since this is the only way for companies to create value for both consumers and themselves. A comprehensive understanding of the consumer is not only necessary in the marketing department, but in the company as a whole, as this is the only way to meet requirements for business success.
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