Navigating the Digital Frontier: The Evolution of Consumer Behavior and Its Impact on Experiential Marketing
DOI:
https://doi.org/10.11594/nstp.2025.4764Keywords:
Digital Consumer Behavior, Experiential Marketing, Digitalization, Marketing StrategyAbstract
This study investigates the impact of digital transformation on consumer behavior and experiential marketing, focusing on how sentiment analysis and machine learning techniques provide actionable insights into customer preferences. Data was collected from social media platforms (Twitter, Instagram) and e-commerce websites (Tokopedia, Shopee) using web scraping methods, including customer reviews, search trends, and sentiment feedback. Through sentiment analysis with Naïve Bayes classification and clustering techniques via K-Means, this research categorizes consumer opinions and purchasing behaviors. The results reveal that 65% of consumers have a positive perception of experiential marketing, with a significant portion of negative feedback attributed to service quality issues. The study identifies three primary consumer segments—Digital Engagers, Traditional Buyers, and Impulse Shoppers—and suggests targeted marketing approaches for each. The findings highlight the importance of integrating artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) technologies into marketing strategies, while also addressing the need for improved digital customer support. The study emphasizes that businesses must balance technological advancements with operational efficiency to enhance customer satisfaction and loyalty in the digital marketplace.
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