THE INFLUENCE OF DIGITAL MARKETING ON CONSUMER BEHAVIOR

Abstract

The advent of digital marketing and its application has triggered a digital revolution in consumer behavior. Its appearance has completely changed the pattern of consumer behavior in the shopping process. Digital marketing in a completely new way without any effort in an efficient, economical and effective way connects potential customers anywhere in the world where they have access to the Internet. In a very short time in both the Republic of Srpska and Bosnia and Herzegovina, digital marketing has become a successful and irreplaceable business model that organizations and their management apply extensively in their daily business. The focus of this research is on consumer preference in shopping and use of digital networks, and their impact on shopping decisions in a relatively small market, such as the Republic of Srpska market with potential slightly less than a million consumers.