The adoption of the Digital Market Acts (DMA) marked a significant development in the direction of the European Union’s stronger approach to regulating its digital economy. This thesis sought to evaluate the European Union's structural power in the digital economy as well as the DMA’s potential impact on the future of the EU’s digital sovereignty policy. Through the use of qualitative content analysis, the author comes to the conclusion that the European Union has extensive regulatory authority over technology companies that operate in its digital market. This power derives from Articles 2(2), 5, and 6 of the DMA, which provide the European Union authority to govern and manage data access and control in the digital market. The EU’s commitment to digital sovereignty, which promotes national authority over their digital infrastructure and data, is reflected in the DMA’s implementation. This thesis argues that the DMA signifies a shift in the right direction for encouraging fair competition and reducing digital market monopolies, regardless of concerns over the DMA’s influence on the European Union’s trade relations with the United States. This research suggests that the European Union has the potential to affect the structure of the global digital market and the behavior of digital companies.

Yes / Consumers have the multiple options to choose their products and services, which have a significant impact on the pattern of consumer decision making in digital market and further increases the challenges for the service providers to predict their buying pattern. In this sense, the purpose of this paper is to propose a structural hierarchy model for analyzing the changing pattern of consumer decision making in digital market by taking an Indian context. Design/methodology/approach: To accomplish the objectives, the research is conducted in two phases. An extensive literature review is performed in the first phase to list the factors related to the changing pattern of consumer decision making in digital market and then fuzzy Delphi method is applied to finalize the factors. In the second phase, fuzzy analytic hierarchy process (AHP) is employed to find the priority weights of finalized factors. The fuzzy set theory allows capturing the vagueness in the data. Findings: The findings obtained in this study shows that consumers are much conscious about innovative and trendy products as well as brand and quality; therefore, the service providers must think about these two most important factors so that they can able to retain their consumer in their online portal. Practical implications: The analysis shows that “innovative and trendy” is the first priority factor for the consumers followed by “brand and quality” and “fulfilment and time energy.” The proposed model can help the marketers and service providers in predicting customers’ preferences and their changing pattern efficiently under vague surroundings. The outcomes of this research work not only help the service provider to update their products and services according to consumers’ needs but can also help them to increase profit and minimize their risk. Originality/value: This work contributes to consumer research literature focusing on problem evaluation in the context of changing pattern of consumer decision making in digital era.

This work deals with common commercial law for Europe, which lacks the exis-tence of the standard of contracts concluded by traders with consumers. The solution of this problem can be the Proposal for Regulation of the European parliament and Council on a Common European Sales Law. This work discusses the evolution of this proposal, which was cancelled and converted into Union strategy for the single digital market. It deals with its benefits and potential.

A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. Existing research and literature on how content creation can be used when entering a new market is, however, scarce. This thesis therefore identifies and describes how digital content creation has been, and can be, used when entering a new foreign market in order to create brand awareness. To achieve this, interviews with marketing directors in internationally operating companies were conducted in a qualitative manner. The results reveal that all the companies use digital content marketing when entering a new market, confirming pre-existing theories. It was also revealed that creating brand awareness is the most challenging part when entering a foreign market. It became evident that engaging the target audience and encouraging user generated content using DCM is both beneficial and effective when entering new foreign markets.