What is Digital Consumer

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Chapter 1

Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing

People who access commercial services by means of digital technology.

Published in Chapter:

The Influence of Gender-Neutral Advertising on Digital Consumers' Advertising Attitudes

Tina Tomažič (Faculty of Electrical Engineering and Computer Science, Slovenia), Karmen Blažević (Faculty of Electrical Engineering and Computer Science, Slovenia), and Jani Pavlič (Faculty of Electrical Engineering and Computer Science, Slovenia)

Source Title: Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing

DOI: 10.4018/978-1-6684-5897-6.ch001

Abstract

Gender-neutral advertising has become an important approach in terms of digital consumers, shifting from traditional stereotyped values towards the inclusiveness of both genders. To examine the influence of gender-neutral advertising on digital consumers, the authors measured the attitude towards gender-neutral and gender-stereotyped advertisements. To this end, a questionnaire and within-study design were employed to gather responses to three advertisements of both types from the prevailing industries. Digital consumers showed a significantly higher advertising attitude score for gender-neutral advertisements. The results have important implications for marketers and researchers since gender-neutral advertising has become the prevailing form of gaining favourable impacts with digital consumers.

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Chapter 7

Digital consumer refers to an individual who engages in various online activities, transactions, and interactions as part of their consumption behavior in the digital realm. Digital consumers utilize digital technologies and platforms to access goods, services, information, and entertainment. Digital consumers engage in a wide range of activities, including online shopping, using digital payment methods, streaming content, accessing online services, participating in social media, and interacting with digital advertising. They may also create and share content, communicate with others, and seek information through digital channels.Digital consumers are characterized by their reliance on digital technologies, such as computers, smartphones, tablets, and the internet, to access and consume products and services. They may be geographically dispersed, allowing them to access and engage with businesses and services globally.

Published in Chapter: On Consumer Protection in the Digital Age and the Intersection Between EU Competition Law and Data Privacy Law; From: Regulating Fair Competition Toward Sustainable Development Goals

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