цифровые технологии

The communicative possibilities of the modern digital society are fundamentally different from the previous times. Active integration of new media into all spheres of human life without exception changes everyday life, forms new behaviors and ways of self-organization. Under the influence of social media there is a significant transformation of consumer practices, stages of decision-making on purchasing. During a certain period of social development, consumption becomes the dominant social process that characterizes everyday life. It acquires new media reversals and opportunities.

The article analyzes various aspects of new digital technologies impact on consumer behavior. The necessity of sociological interpretation and understanding of digital reality as a large-scale socioeconomic phenomenon, and the search for social determinants of consumer behavior in these conditions are formulated. It is argued that digital technologies are promising tools for consumer behavior social construction.