Navigating Between Real Needs and Digitally Shaped Desires in the Marketing of the Company Viorica Cosmetic and Farmacia Felicia

Abstract

This paper analyzes the influence of the digital environment on the transformation of real consumer needs into socially constructed desires, highlighting the growing role of digital platforms in shaping behavior and decision- making. The aim of the research is to examine how companies use online communication, influencers, and educational content to influence consumer choices. The study is based on a comparative analysis of two Moldovan companies, Viorica Cosmetic and Farmacia Felicia, using methods such as digital content analysis, comparative evaluation and a consumer survey. The findings indicate that digital marketing strategies significantly shape consumer behavior by creating emotional connections and aspirational desires. While Viorica Cosmetic emphasizes aesthetic and lifestyle communication, Farmacia Felicia promotes health awareness and sustainable practices. The research underlines the dual role of digital media as both an informative and persuasive tool, as well as the need for critical thinking in modern education. CZU: 004:366.12(478); JEL: M37, D91, Q53