Consumption of Digital Content – Positive and Negative Aspects of Impact on Consumers

Larisa Hrustek – University of Zagreb, Faculty of Organization and Informatics, Pavlinska, 2, 42000, Varaždin, Croatia

Iva Gregurec – University of Zagreb, Faculty of Organization and Informatics, Pavlinska, 2, 42000, Varaždin, Croatia

Martina Tomičić Furjan – University of Zagreb, Faculty of Organization and Informatics, Pavlinska, 2, 42000, Varaždin, Croatia

Abstract: The digital environment provides innovative ways to attract poten­tial customers in the market by sharing content through different channels. Content marketing shared daily by companies, paid advertisers, influencers, bloggers, or anonymous individuals in the digital environment shapes con­sumer habits and directs consumer activities. Therefore, ubiquitous effective digital content marketing and tempting offers can drastically influence con­sumer behavior and cause positive and/or negative aspects to impact them. The paper presents the theoretical framework as well as the results of the con­ducted research, which aims to examine how often consumers encounter content marketing, how often they agree to buy under its influence, and de­termine whether there are positive and/or negative aspects of digital content consumption. The results indicate that consumers encounter content market­ing daily, mostly on social networks or digital platforms managed by compa­nies or influencers, bloggers, and others. Consumers receive discounts or pro­motional offers and codes at different time intervals and they use them while buying. However, the negative aspect of the influence of digital content mar­keting on the consumer is more pronounced than the positive one.

7th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2023 – Selected Papers, Hybrid (Faculty of Organization and Informatics Varaždin, University of Zagreb, Croatia), October 26, 2023

ITEMA Selected Papers published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ITEMA conference partners: Faculty of Economics and Business, University of Maribor, Slovenia; Faculty of Organization and Informatics, University of Zagreb, Varaždin; Faculty of Geography, University of Belgrade, Serbia; Institute of Marketing, Poznan University of Economics and Business, Poland; Faculty of Agriculture, Banat’s University of Agricultural Sciences and Veterinary Medicine ”King Michael I of Romania”, Romania

ITEMA Conference 2023 Selected Papers: ISBN 978-86-80194-76-9, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.

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