The impact of digital marketing on consumer behavior

The article is devoted to the evolution of consumer behavior, consumer behavior under the influence of digital marketing technologies. Theoretical approaches to the study of consumer behavior have been investigated. The factors of the digital environment influencing the behavior of clients are highlighted. Significant impact 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 investigated. The relationship between the sharing economy and changes in consumer behavior is noted. The directions of the influence of technological changes on customer behavior and emerging demand are investigated.