The Impact of Consumer Attitudes Towards Digital Technologies in Marketing
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Vysoká škola báňská – Technická univerzita Ostrava
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This thesis, "The Impact of Consumer Attitudes Towards Digital Technologies in Marketing", examines consumers' attitudes towards digital technologies in marketing. This research aims to study the Instagram platform as a digital technology in the field of marketing and how to better understand the factors affecting technology adoption and provide recommendations for improving digital marketing strategies. The study was also conducted with a quantitative research method and an online questionnaire among WhatsApp and Instagram users, focusing on clothing purchases, the results of which were reviewed and analysed.
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Consumer Attitude, Digital Marketing, Digital Technology, Technology Adoption, Instagram, Clothing Shopping, Technology Acceptance Model (TAM), Personalisation, Trust, Engagement, social media.