(2) Mohamad Sudi (Communication Science Study Program, Faculty of Social and Political Sciences, Institut Ilmu Sosial dan Ilmu Politik (IISIP) Yapis Biak, Indonesia)
(3) Osrita Hapsara (Master of Management Study Program, Faculty of Economics, Universitas Batanghari Jambi, Indonesia)
(4) Aat Ruchiat Nugraha (Public Relations Study Program, Faculty of Communication Sciences, Universitas Padjadjaran, Indonesia)
(5) Ellyta Ellyta (Agribusiness Study Program, Faculty of Agriculture, Universitas Panca Bhakti, Indonesia)
*corresponding author
AbstractIn the rapidly evolving commerce landscape, the digital epoch emerged as a potent transformative force that reshaped how businesses communicated and promoted their products and services. This literature review delved into the intricate dynamics of how communication media catalyzed commercial success during this epoch. The digital epoch, characterized by the widespread adoption of digital technologies and the Internet, disrupted traditional business models and marketing practices. This transformation was driven by the accessibility and affordability of digital communication tools, shifts in consumer behavior, and the escalating importance of online channels for businesses. Understanding these dynamics became paramount for organizations thriving in the contemporary marketplace. Several key findings emerged from the review. Firstly, the accessibility and affordability of digital tools democratized the promotional landscape, enabling businesses of all sizes to compete globally. Secondly, changing consumer behaviors necessitated a significant shift towards online channels, where consumers sought information, made purchasing decisions, and interacted with brands. Lastly, the increasing significance of online channels underscored the critical importance of establishing a robust online presence for businesses. This literature review sheds light on the central role of communication media in today's commercial environment. It highlights the imperative for businesses to adapt and leverage the transformative potential of these tools in the digital epoch. As the digital age continues to evolve, businesses must remain agile and innovative to seize the opportunities presented by communication media for commercial success. KeywordsDigital Epoch, Communication Media, Commercial Success, Online Channels, Consumer Behavior, Data-Driven Marketing, Online Presence
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DOIhttps://doi.org/10.29099/ijair.v7i2.1031 |
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