Promote product model development in consumer markets

The article discusses how companies interact with target audiences when promotinggood s and ser v ices in consumer markets. Empirical and dig ital marketingcontributes to the establishment of long-term relationships and strong relationshipswith consumers. Based on the key characteristics of empirical marketing and on thebasis of the conducted research, models of the formation of consumer commitmentto a product or brand are proposed. As a result, it can be argued that the impact ofthe seller on the emotional sphere of the consumer leads to a steady commitmentof consumers to the product / brand, even in times of crisis. To assess the impact ofdigital technologies on the marketing activities of companies and, in particular, itscommunication system, it is important to determine the changes and preferencesof consumers at the stages of the purchase process. Digital technology and thedigital environment have significantly transformed business space and consumerlife. Together with empirical marketing, digital technologies are actively bringingtogether the seller and the consumer.