Approaches to the study of consumer behavior in digital society

Modern methods and tools for analyzing consumer preferences and behavior in a rapidly evolving digital ecosystem have been considered. Digital technologies influence social relations, value systems, and creation of new forms of communication, thus forming a new digital society. In the context of globalization and pervasive digitalization, consumers are becoming more demanding and informed, which requires researchers to apply new approaches to studying their behavior. The key theoretical framework describing approaches to the study of consumer behavior in the context of M. Castellus’ theory of network society has been highlighted. The impact of network structures, social media, and cultural changes on new consumption patterns formation has been studied. Special attention has been paid to the impact of social networks, mobile technologies, and online platforms on consumer patterns formation. The importance of M. Castellus’ theory as a tool for analyzing consumer behavior in digital ecosystem, where information and communications become the main resources, has been emphasized. The findings open new perspectives for analyzing consumer behavior in order to better understand the behavior of an individual, social group, and society in the digital era.