The impact of event and digital communication on consumer buying behavior

Abstract

The text emphasizes the disruptive impact of digital on marketing and communication strategies for large companies, highlighting the importance of adapting to new trends. It stresses the necessity for brands to manage their online presence effectively, including social media. With digital tools facilitating communication, it becomes essential for entities to adjust to these changes to maintain visibility. Consumer behavior is significantly influenced by digital and event communication, especially in competitive environments. The research outlined aims to identify digital and event communication tools, describe effective communication strategies, and analyze their impact on consumer behavior. This underscores the crucial role of digital and event communication in distinguishing entities and navigating complex market landscapes.