DIGITAL MARKETING AND BUYING BEHAVIOR: THE CONVERGENCE BETWEEN TECHNOLOGY, CONSUMPTION, AND BUSINESS STRATEGY

Abstract

In recent years, digital marketing has consolidated itself as the main strategic tool for attracting, engaging, and retaining consumers in increasingly competitive and interconnected environments. At the same time, buying behavior has undergone profound transformations, driven by the digitalization of social relations, increased access to information, and the ease of comparing brands and products. This article aims to discuss the relationship between digital marketing and buying behavior, highlighting how new technologies shape consumer decisions and redefine how companies build value. The analysis, based on established authors and observations of the Brazilian market, emphasizes that the contemporary consumer seeks more than just products: they seek experiences, identification, and purpose.