Economics and Business Management

Volodymyr Pavlenko

All articles

The influence of social networks and psychological mechanisms on consumer behaviour in the era of digitalisation


Oksana Morhulets, Volodymyr Pavlenko, Ihor Ponomarenko
Keywords: digital marketing; neuromarketing; personalisation; cognitive biases; gamification; influencers

Morhulets, O., Pavlenko, V., & Ponomarenko, I. (2026). The influence of social networks and psychological mechanisms on consumer behaviour in the era of digitalisation. Economics and Business Management, 17(1), 9-27. https://doi.org/10.31548/economics/1.2026.09