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Sorokin O.N., Alekseev A.V.
Analysis of the factors determining the consumer value in digital business
Keywords: digitalization, digital business, consumer value, marketing strategy, personalization of the offer
The relevance of the research is due to a rapid development of digital technologies in business, their significant impact on the economy and society. In these circumstances, companies are forced to review their strategies and approaches to customer interaction in order to meet new consumer requirements and expectations. The purpose of the research is to study the impact of digitalization on consumer behavior and marketing strategies of companies, to identify and systematize factors that influence the effectiveness of introducing digital technologies in business, and to develop recommendations for further improving the consumer value of companies' products in digital economy. Materials and methods. The research uses the methods of collecting and analyzing available information, including reports from international research agencies, scientific articles and specialized publications, as well as the methods for analyzing the practice of implementing digital technologies in business of successful companies. Results. In modern conditions, digitalization significantly changes consumer preferences and expectations. The key factors determining the consumer value of companies' products in digital economy are personalized offers, quick and convenient access to companies' products and services, as well as a high level of service. The companies using digital technologies such as big data and artificial intelligence are making significant progress in improving customer experience and increasing profits. Conclusions. Digitalization is becoming a key factor for success in modern business. Companies should adapt their marketing strategies to meet new consumer demands, actively use digital technologies and continuously improve the customer experience.
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About authors
- Sorokin Oleg N.
- Candidate of Economics Sciences, Associate Professor, Department of State and Municipal Administration and Regional Economics, Chuvash State University, Russia, Cheboksary (oleg_sorokinn@mail.ru; )
- Alekseev Alexander V.
- Post-Graduate Student, Department of State and Municipal Administration and Regional Economics, Chuvash State University; Head of Marketing and Advertising Department, PARMA LLC, Russia, St. Petersburg (alekseev@parma.spb.ru; )
Article link
Sorokin O.N., Alekseev A.V. Analysis of the factors determining the consumer value in digital business [Electronic resource] // Oeconomia et Jus. – 2025. – №3. P. 45-53. – URL: https://oecomia-et-jus.ru/en/single/2025/3/4/. DOI: 10.47026/2499-9636-2025-3-45-53.
