The effect of digital marketing and online payment systems on customers’ purchase decision

Abstract

In the information age, the new consumer is a more demanding one, more involved in the shopping experience thanks to the communication channels in the online environment. This paper examines the effect of digital marketing and online payment systems on the purchase decision at the early stage of the decision process. Today, in the context of an increasingly digital environment, connectivity plays a crucial role in the operational activities of the real sector of the economy, while companies wishing to maintain their market position must understand the factors that, more or less, condition the purchasing decision of consumers. The aim of this research is to assess the potential influence of electronic payment instruments and digital marketing on the consumption trend. The methodological approach is based on general scientific methods and procedures for scientific knowledge of economic processes.The dialectic method, induction and deduction were used in the text of the article, applying logical and comparative analysis. Following the results of the research, it has been established that entrepreneurs who aspire to a favorable brand image must constantly approach the consumer by applying creative ways of the digital world. CZU: [339.138+336.717]:004.738.5; JEL: C12, D90, M31, M37, O31, G10; DOI: https://doi.org/10.53486/9789975359030.14