Journal of Management and Organizations Strategy
Volume 2, Numéro 2, Pages 13-18
2020-12-27
Marketing Strategies And Consumer Behavior
Authors : Khaled Rjam .
Abstract
This study examines the evolution of marketing strategies and consumer behavior with a focus on three key areas: pre-2020 digital marketing trends, consumer decision-making models, and the relationship between brand equity and customer loyalty. Before the COVID-19 pandemic, digital marketing had already been transformed by rapid technological advances. Businesses increasingly utilized social media platforms not just for advertising, but for community engagement and real-time dialogue. Influencer marketing, especially among younger demographics, content marketing, and personalized email campaigns gained traction, supported by advanced data analytics and customer relationship management systems. The rise of mobile marketing and programmatic advertising further optimized targeting and engagement. However, this growth was tempered by regulatory frameworks such as the GDPR, which emphasized data privacy and transparency. Consumer decision-making, long viewed through the lens of rational economic models, has evolved into a more nuanced understanding. Scholars have highlighted the role of bounded rationality and heuristics, such as brand loyalty and availability bias, in shaping consumer choices. The Theory of Planned Behavior and the Engel-Kollat-Blackwell model offer structured explanations, while dual-process theories suggest that consumers use both intuitive and deliberate thinking. Cultural factors and digital influences, such as algorithmic recommendations and social proof, further complicate this landscape, requiring marketers to design strategies that account for emotional, cognitive, and contextual influences. The final section explores brand equity and customer loyalty. Brand equity comprises consumer perceptions, emotional connections, and trust that go beyond functional product features. It is both a source of competitive advantage and a buffer in times of crisis. Loyalty, both behavioral and attitudinal, is critical for sustaining long-term profitability. Modern loyalty strategies often rely on personalized experiences and data driven engagement. French academic contributions emphasize the symbolic and cultural roles brands play in shaping consumer identity and community. Overall, this analysis underlines the importance of integrating digital innovation with consumer psychology and ethical responsibility to build enduring brand-consumer relationships in the contemporary marketing environment.
Keywords
Marketing Strategies Consumer Bedhavior management systems
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