Język Polski
English
Published
:
2023-10-10
The role of digital communication in the consumer decision-making process — the case of online stores
Karolina Galant
Abstract
In recent years, the e-commerce market has gained in importance. Changing consumer
behavior and the interpenetration of offline and online sales channels lead to the problem of determining
the forms and ways of distinguishing the company’s offer on the dynamically competitive
internet commerce market. The article will attempt to determine the importance of digital communication
and its impact on the market behavior of consumers and e-consumers.
Keywords:
e-communication, digital communication, the impact of e-communication, e-commerceDetails
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Authors
Citation rules
Galant, K. (2023). The role of digital communication in the consumer decision-making process — the case of online stores. The WSB University in Poznan Graduate Research Journal, 22, 123–138. https://doi.org/10.58683/dnswsb.590
