Lectures on Advanced Electronic Consumer Behavior

Abstract

The "Lectures on Advanced Electronic Consumer Behavior," prepared by Dr. Osmani Sofiane at the University of Setif 1, serve as an advanced academic reference for first-year master's students in digital marketing. These lectures provide a comprehensive examination of the concepts and trends of consumer behavior in the digital environment, highlighting the key influencing factors and technological transformations that have reshaped purchasing dynamics. The lectures focus on defining digital consumer behavior and differentiating it from traditional behavior, with the former characterized by the use of digital platforms, artificial intelligence, and consumer interaction with data provided by companies. They further explore the role of emotional motivation and sensory perception in guiding consumer decisions, emphasizing the importance of effective user experience (UX) design to enhance customer loyalty and increase conversion rates. The lectures also discuss brand interaction strategies via social media, highlighting personalization strategies and targeted advertising based on big data analytics. A detailed case study of Amazon's approach is presented, showcasing the effectiveness of strategies based on behavioral analysis and market trend forecasting. In the final lectures, the future of digital consumer behavior is explored in light of emerging technologies such as virtual reality (VR) and augmented reality (AR). The transformative role of digital assistants in reshaping purchasing models is also examined.