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Review Article Open Access December 26, 2018

Understanding Consumer Behavior in Integrated Digital Ecosystems: A Data-Driven Approach

Srinivas Kalyan Yellanki 1,*
1
Software Engineer, USA
Publihed in: Current Research in Public Health (Volume 1, Issue 1, 2020)
Page(s): 1-17
DOI: 10.31586/ojes.2018.1337
Received
October 09, 2018
Revised
November 12, 2018
Accepted
December 21, 2018
Published
December 26, 2018
Keywords
Understanding; Consumer Behavior; Integrated; Digital Ecosystems; Data-Driven; Approach; Analytics; Personalization; User Data; Segmentation; Digital Platforms; Behavioral Patterns; Predictive Modeling; Engagement; Decision-Making; Real-Time Data; Customer Journey; Interaction; Big Data; Insights; Omnichannel; Technology; Metrics; Automation
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright: Copyright © The Author(s), 2020. Published by Scientific Publications
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Cite This Article

APA Style
Yellanki, S. K. (2020). Understanding Consumer Behavior in Integrated Digital Ecosystems: A Data-Driven Approach. Current Research in Public Health, 1(1), 1-17. https://doi.org/10.31586/ojes.2018.1337
ACS Style
Yellanki, S. K. Understanding Consumer Behavior in Integrated Digital Ecosystems: A Data-Driven Approach. Current Research in Public Health 2020 1(1), 1-17. https://doi.org/10.31586/ojes.2018.1337
Chicago/Turabian Style
Yellanki, Srinivas Kalyan. 2020. "Understanding Consumer Behavior in Integrated Digital Ecosystems: A Data-Driven Approach". Current Research in Public Health 1, no. 1: 1-17. https://doi.org/10.31586/ojes.2018.1337
AMA Style
Yellanki SK. Understanding Consumer Behavior in Integrated Digital Ecosystems: A Data-Driven Approach. Current Research in Public Health. 2020; 1(1):1-17. https://doi.org/10.31586/ojes.2018.1337 
@Article{crph1337,
AUTHOR = {Yellanki, Srinivas Kalyan},
TITLE = {Understanding Consumer Behavior in Integrated Digital Ecosystems: A Data-Driven Approach},
JOURNAL = {Current Research in Public Health},
VOLUME = {1},
YEAR = {2020},
NUMBER = {1},
PAGES = {1-17},
URL = {https://www.scipublications.com/journal/index.php/OJES/article/view/1337},
ISSN = {2831-5162},
DOI = {10.31586/ojes.2018.1337},
ABSTRACT = {This study aims to achieve a new understanding of how, why, and when consumer behavior is shaped, enacted, and experienced inside and across integrated digital ecosystems related to large-scale trackable goods, all in service of helping marketers optimize their business performance in the new economy. The pioneering understanding begins by exploring what motivates the choices of a homogeneous group of consumers to organize their consumption of national and store brand varieties of consumer package goods in a certain manner. Thereafter, the essay explores how, if at all, the other digital activities of consumers across various product-related digital spaces and on various platforms build expertise and interest in these products such that they exert an effect on the purchase choices for these products. The essay then advances to asking how online information seeking, in various product-related digital spaces, on various platforms, and from various sources, and taking place at various points in the purchase journey affects online-offline dynamics in purchasing these products. Thereafter, the research examines how paid digital communication in various product-related digital spheres and forms, enabled by consumer advertising engagement on various platforms, boosts the offline sales of these products. Finally, by employing a new methodology that combines consumer scanning data, self-reported online activity data, and transaction data collected from an ad-tech partner, the research presents a fresh set of marketing action levers and performance outcomes on chosen products. Along the way, progress is made on four under-investigated topics in the advertising literature – the role of consumer actors and their expertise in the online-offline purchasing dynamics for ads, advertising engagement, consumer digital spaces, and consumer digital activity investment.},
}
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AB  - This study aims to achieve a new understanding of how, why, and when consumer behavior is shaped, enacted, and experienced inside and across integrated digital ecosystems related to large-scale trackable goods, all in service of helping marketers optimize their business performance in the new economy. The pioneering understanding begins by exploring what motivates the choices of a homogeneous group of consumers to organize their consumption of national and store brand varieties of consumer package goods in a certain manner. Thereafter, the essay explores how, if at all, the other digital activities of consumers across various product-related digital spaces and on various platforms build expertise and interest in these products such that they exert an effect on the purchase choices for these products. The essay then advances to asking how online information seeking, in various product-related digital spaces, on various platforms, and from various sources, and taking place at various points in the purchase journey affects online-offline dynamics in purchasing these products. Thereafter, the research examines how paid digital communication in various product-related digital spheres and forms, enabled by consumer advertising engagement on various platforms, boosts the offline sales of these products. Finally, by employing a new methodology that combines consumer scanning data, self-reported online activity data, and transaction data collected from an ad-tech partner, the research presents a fresh set of marketing action levers and performance outcomes on chosen products. Along the way, progress is made on four under-investigated topics in the advertising literature – the role of consumer actors and their expertise in the online-offline purchasing dynamics for ads, advertising engagement, consumer digital spaces, and consumer digital activity investment.
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