Twenty-fourth International Conference on Knowledge, Culture, and Change in Organizations

Abstract

With an emphasis on the important components of consumer adaptation and the tactical application of digital technology, and the complex dynamics of digital transformation in marketing, the study investigates customer preferences, behaviors, and reactions to digital interventions, providing insight into the complex ways that people adapt to and react to changing marketing tactics. Mixed method research is used to obtain the result of the study. By means of thorough examination and empirical observations, this study advances our understanding of the mutually beneficial interaction that exists between customers and digital marketing tactics.