Modern Trends in Consumer Behaviour in Era of E-communication

The occurrence and spread of new technologies and Internet have played crucial role in the development of international marketing communication with consumers. It can be observed that e-communication with consumers is gaining on popularity and becoming one of the most important tools in the integrated marketing communication of companies and enterprises nowadays. Moreover, e-communication has significant influence on the creation of new trends in consumer behaviour. Rising amount of e-business and new technologies, social media popularity and internet availability led to the creation of e-consumer term. Consumers are aware of almost unlimited possibilities offered by the Internet as a result became more demanding. Companies also became more aware of new technologies and its marketing potential. Engagement of e-media by companies in communication with consumers can be observed with higher and higher frequency. These phenomenon have prompted the change of consumers behaviour patterns on global scale and yet, appearance of new trends. The aim of this paper is to identify and characterize modern trends in consumer behaviour in era of e-communication. The first part of paper investigate the concept of e-communication. Then, modern trends in consumer behaviour will be discussed in response to Internet technology usage in international marketing communication.