Consumption of Digital Content – Positive and Negative Aspects of Impact on Consumers
Consumption of Digital Content – Positive and Negative Aspects of Impact on Consumers

Author(s): Larisa Hrustek, Iva Gregurec, Martina Tomičić Furjan
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Digital environment; Digital marketing; Content marketing; Content consumption
Summary/Abstract: The digital environment provides innovative ways to attract potential customers in the market by sharing content through different channels. Content marketing shared daily by companies, paid advertisers, influencers, bloggers, or anonymous individuals in the digital environment shapes consumer habits and directs consumer activities. Therefore, ubiquitous effective digital content marketing and tempting offers can drastically influence consumer behavior and cause positive and/or negative aspects to impact them. The paper presents the theoretical framework as well as the results of the conducted research, which aims to examine how often consumers encounter content marketing, how often they agree to buy under its influence, and determine whether there are positive and/or negative aspects of digital content consumption. The results indicate that consumers encounter content marketing daily, mostly on social networks or digital platforms managed by companies or influencers, bloggers, and others. Consumers receive discounts or promotional offers and codes at different time intervals and they use them while buying. However, the negative aspect of the influence of digital content marketing on the consumer is more pronounced than the positive one.

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