Transformation of consumer culture in the context of digitalization: a socio-cultural aspect

The aim of this research is a comprehensive analysis of the mechanisms of transformation of consumer culture in the context of societal digitalization within the paradigm of the socio-cultural component. The study examines the evolution of social consumption practices driven by the development of digital technologies and the formation of new models of information interaction. The scientific novelty of the research lies in the typologization of digital consumers, including digital nomads, content creators, level-uppers, and digital shopaholics, analyzing their motivational attitudes and behavioral strategies in the digital space. This work explores the mechanisms of digital identity formation, the peculiarities of professional realization, and the social activity of various types of users. The user typologization enabled the scanning of patterns of content consumption, modes of interaction with digital platforms, and the impact of technological innovations on the transformation of the socio-cultural paradigm of society. The research results formulate problems of information overload, data verification, and democratization of content production in contemporary digital society, and also examine the processes of content hyper-personalization, the development of immersive technologies, and the integration of the Internet of things into everyday socio-cultural practices.