Features of the influence of digital marketing on consumer behavior of generation Y/Z in Kazakhstan

Abstract

The article is devoted to the evolution of consumer behavior under the influence of digital marketing technologies. Theoretical approaches to the study of consumer behavior are investigated. The factors of the digital environment that influence the behavior of customers are highlighted. Significant influence of digital marketing on consumer behavior has been noted. The mechanism of influence of modern digital marketing technologies on changes in customer behavior has been studied. The connection between the sharing economy and changes in consumer behavior is noted. The directions of the negative impact of technological changes on the behavior of generation z and Y customers and the emerging demand for them are studied.