Impression and value for the consumer in the context of digitalization

Abstract

In the modern digital economy, a fundamental shift is taking place in the perception and evaluation of consumer goods. The classic concept of marketing, where the key value of a product was determined by its utilitarian characteristics, physical quality and affordability, is finally giving way to the experience economy. Today, consumers evaluate a brand not by isolated product parameters, but through the prism of a complex, integrated experience of interaction in digital and physical space.