Influence of Digital Platforms on Consumer Behavior

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Abstract
Digital platforms have fundamentally transformed consumer behavior, reshaping traditional business models and fostering new consumption patterns. This chapter explores the evolving relationship between digital platforms and consumers, highlighting the key forces driving this change. Central to the discussion is the shift from ownership-based models to Product-as-a-Service (PaaS), where access and recurring services replace conventional one-time purchases. Digital platforms, such as Netflix, Spotify, and Airbnb, have leveraged data analytics and personalization technologies to predict and influence consumer preferences, promoting greater engagement and long-term loyalty.

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