Ecosystems of the Future: Marketing and the Consumer Business Environment. Resources and the New Reality of Their Use

Authors

Alexey S. Kharlanov^1, , Elena V. Zenkina^2, , Valeriy M. Tumin^{3, *,} vm@tumin.net^, , Petr A. Kostromin^2, , Vladimir A. Trifonov^4,

¹Diplomatic Academy of the Ministry of Foreign Affairs of the Russian Federation, Moscow, Russia

²Russian State University for the Humanities, Moscow, Russia

³Moscow Polytechnic University, Moscow, Russia

⁴Yaroslav-the-Wise Novgorod State University, Veliky Novgorod, Russia

DOI

10.2991/aebmr.k.220208.032How to use a DOI?

Keywords

COVID-19; marketing; artificial intelligence; big data; transnational corporations (TNC); consumer behavior; social intelligence

Abstract

The article considers the current aspects of needs satisfaction in the context of the development of two strong trends: digitalization of the process of choosing and purchasing of goods and services and the emergence of the society from the state of self-isolation during COVID-19 pandemic. The key problem of the study is the global changes in consumption ecosystems that are caused by technical, organizational and institutional factors that affect marketing, society’s economic resources and the development potential of new and emerging markets of e-commerce and online sales. According to the results of the literature review, it was noted that traditional material consumption is replaced by symbolic, the satisfaction of basic needs is replaced by the need to belong to a social group or corporate brand culture, usually global and controlled by a major global transnational corporations and transnational banks. For the most part, all modern social media and business models, based on Big Data and artificial intelligence (AI) technologies, operate on the need to impose their vision of happiness on the user through the possession of a certain set of goods or services. The authors, based on the methodological apparatus of behavioral economics, highlight the irrational link in consumption, viewing it as a psychological deviation from normal economic behavior. The COVID-19 pandemic has only increased the suggestibility of focus groups and the ability to externally control them through sophisticated mechanisms of information manipulation. In this study, the authors highlighted new consumption habits and the most frequent patterns of buyer’s behavior. Conclusions are drawn about the formation of new social classes due to the fact that some users live only in online, virtual world instead of the material one, and the need to introduce sustainable and moderately rational consumption. This problem is as acute as the problems of nature management and ecology, because marketing and consumerism, even if they exist only in the virtual world, are impossible without a material basis.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Alexey S. Kharlanov
AU  - Elena V. Zenkina
AU  - Valeriy M. Tumin
AU  - Petr A. Kostromin
AU  - Vladimir A. Trifonov
PY  - 2022
DA  - 2022/02/25
TI  - Ecosystems of the Future: Marketing and the Consumer Business Environment. Resources and the New Reality of Their Use
BT  - Proceedings of the International Scientific and Practical Conference Strategy of Development of Regional Ecosystems “Education-Science-Industry” (ISPCR 2021)
PB  - Atlantis Press
SP  - 223
EP  - 229
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220208.032
DO  - 10.2991/aebmr.k.220208.032
ID  - Kharlanov2022
ER  -