How to Identify a Consumer through Screen: How Crisis has Changed the Profile of Modern Consumer?
27th World Multi-Conference on Systemics, Cybernetics and Informatics (WMSCI 2023): Proceedings 2023
Ilze Jankovska, Elīna Gaile-Sarkane

In this article, the modern consumer is examined as a social phenomenon that has been influenced by various crises. The crises discussed within the scope of this article are the Covid-19 pandemic and the Russian invasion of Ukraine. The first crisis, the Covid-19 pandemic, significantly altered consumption habits, as most consumable goods and services shifted to virtual reality, including culture, news, education, and socialization. The boundary between virtual and physical reality blurred, resulting in changes to the consumer themselves. Identifying and characterizing consumers based on demographic parameters became ineffective, as the virtual environment allows consumers to be whoever they want to be, self-defining their identities. The second crisis, the Russian invasion of Ukraine, highlighted the vulnerability of consumers and reinforced society's dependence on consumption. During times of war, regular consumption or non-consumption of news can be life-threatening, thus depriving the consumer of the choice not to consume. Being connected and active through mobile phones to receive emergency alerts or having internet access to follow current events becomes a necessity. Consumers, like chameleons, not only adapt to given circumstances but also blend in with them.


Keywords
consumer identity | consumer profile | virtual consumer
DOI
10.54808/WMSCI2023.01.218
Hyperlink
https://www.iiis.org/DOI2023/SA862NY/

Jankovska, I., Gaile-Sarkane, E. How to Identify a Consumer through Screen: How Crisis has Changed the Profile of Modern Consumer? In: 27th World Multi-Conference on Systemics, Cybernetics and Informatics (WMSCI 2023): Proceedings, United States of America, Orlando, 12-13 September, 2023. Winter Garden: International Institute of Informatics and Systemics (IIIS), 2023, pp.218-223. ISBN 9781713880325. ISSN 2771-0947. Available from: doi:10.54808/WMSCI2023.01.218

Publication language
English (en)
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