2020 Volume 39 Issue 3 Pages 52-66
It is very important to consider brand strategy in the digital society from a broader perspective. However, in order to do so, it is necessary to first accurately recognize how the consumption environment changes due to digitization. Based on this thought, this research will examine the consumption environment in the digital society. Specifically, the published research will initially be reviewed and trends in the consumer environment in the digital society confirmed. Next, the concept of “liquid consumption” described by Bardhi and Eckhardt (2017) will be discussed. Furthermore, using temporal data, whether or not liquidization actually penetrates society will be examined. The discussion of this research will be carried over to Kubota (2020), and will be developed into a brand strategy that can be adapted to the liquidity of the consumption environment.
