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Consumer Behavior in the Digital Era - Evidence from Romanian Market

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Balan C.
Journal of Economics and Management
|
2014
|
vol. 15
5-24
EN
Romanian consumers entered the digital era with more or less enthusiasm, knowledge and openness to communicate and purchase in the new environment. Internet and social networks, blogs and opinion formers, brands present in social media and in online stores are common denominators of the life of many Romanians. Hereinafter, the behavior of consumers in the digital era and the implications for the marketing communication of the companies are presented from both quantitative and qualitative up-to-date perspectives
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