Dynamic and static elements of a consumer's digital portrait and methods of their studying. (March 2019)

• Record Type: Journal Article
• Authors: Krasnov, Aleks; Chargaziya, Grigoriy; Griffith, Richard; Draganov, Mihail
• Is Part Of: IOP conference series. Volume 497(2019)
• Publication Date: 2019-03
• Subjects: Materials science -- Periodicals; 620.1105
• DOI: 10.1088/1757-899X/497/1/012123
• Languages: English
• ISSNs: 1757-8981

Abstract

Abstract: The authors have undertaken a study of a consumer's digital portrait, interconnections between the consumer's digital portrait and the consumer's portrait have been determined. They have defined such concepts as 'digital consumer' and the 'digital portrait of a consumer'. They have also formed a system of characteristics building up the consumer's digital portrait; have determined four groups of characteristics: social-demographic, behavioral, psychographic and geographical characteristics. Each group of characteristics has been divided into static and dynamic elements. The role of dynamic elements of a digital consumer's characteristics and also methods of their research have been defined. The authors have determined the system of methods for exploring a consumer's digital portrait; the concepts of open and hidden methods of studying consumers' characteristics have been specified. The importance of using search tools and social networks for studying a consumer's digital portrait has been notified and high priority of psychographic characteristics has been marked.