Consumer Existentialism Based on Heidegger's Concept in Digital Marketing
Keywords:
Heidegger, existentialism, digital marketing, branding, consumer experienceAbstract
This academic article aims to explore the application of Martin Heidegger's existentialism in digital marketing strategies, with a focus on the creation of meaning and experience through consumption in the digital age. Heidegger's existentialism provides insights into human existence, emphasizing interactions with the environment and society, which can be applied to analyze consumer behavior where consumption serves as a tool for creating and reflecting identity in the digital society. The application of Heidegger's existentialism in digital marketing strategies allows for deeper connections between brands and consumer identities and meanings. Brands can leverage digital technology to create experiences that reflect consumer values and identity. Digital marketing, therefore, is not just about selling products but also about creating meaningful consumption that shapes identity. This academic paper reveals that Heidegger's existentialist concepts can help formulate digital marketing strategies that focus on creating meaningful experiences for consumers. Brands that can establish emotional and meaningful connections with consumers have a higher chance of fostering long-term engagement and loyalty.
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