The Impact of Digital Communication Tools on the Decision-making Stages During Buying Process in Marketplaces (on the Example of the Sports Goods Market)

The relevance of this study is due to the growing number of consumers of marketplaces, as well as the increasing demand for the purchase of sports goods online, which in turn reflects the need for the proper use of digital communication tools at decision-making stages during buying process The purpose of this study is to determine the tools of digital communications that influence decision-making stages during buying process of sports goods in marketplaces. The first chapter discusses the theoretical basis of the work. There are considered the main types of digital communication channels, the stages of the decision-making process on the purchase, as well as the specifics of the use of digital communication channels at decision-making stages during buying process. In the second chapter is presented an analysis of the marketplaces selling sports goods, are considered cases on the use of digital communications tools by marketplaces, and described the main trends in the development of the retail market, in the context of marketplaces. In the third chapter are considered the methodology and results of the study, on the basis of which are made recommendations on the use of digital communication tools at the different decision-making stages during buying process.