DIGITAL CONSUMER COMMUNICATIONS

Abstract

Since the beginning of the new technologically vibrant millennium, the new digital communication technologies have been constantly transforming marketing dynamics and consumer behavior. This paper illustrates the impact of intersection between digital media and consumer behavior and, specific to consumer empowerment and sovereignty-how they use devices and platforms effectively using different socio-economic variables, and how they make decisions about which to use when and customers interact with each other through new media, and how these interactions affect what customers think and how they behave in a relationship with a brand. This paper contributes to existing marketing literature by offering a framework that integrates various expressions of consumer behavior in digital media and links them to forms of consumer power.  
With regard to brand attitudes, which include the thoughts and feelings that a consumer has about the focal brand, as well as new media attitudes, as consumers’ thoughts and beliefs about the roles of media vehicles in their lives. In the modern era, digital literacy has become a "survival skill"-a key that helps users to work intuitively in executing complex digital tasks. Consumers that score high on both kinds of attitudes will exhibit high new media brand engagementnon-purchase customer behaviors that involve new media, such as creating and watching YouTube videos about the brand, blogs, web sites, reviews, etc. Relationship outcomes considered in this paper include short-term and longterm measures.

With regard to brand attitudes, which include the thoughts and feelings that a consumer has about the focal brand, as well as new media attitudes, as consumers’ thoughts and beliefs about the roles of media vehicles in their lives. In the modern era, digital literacy has become a "survival skill" - a key that helps users to work intuitively in executing complex digital tasks .Consumers that score high on both kinds of attitudes will exhibit high new media brand engagement – non-purchase customer behaviors that involve new media, such as creating and watching YouTube videos about the brand, blogs, web sites, reviews, etc. Relationship outcomes considered in this paper include short-term and long-term measures.