Il paradigma del consumatore nell'era digitale : consumatore digitale o digitalizzazione del consumatore?

This article aims to examine the role of consumer in the era of globalization. In particular, the technology has extensively enhanced not only the markets but also the behaviours and perferences of consumers. Indeed, the digital consumer, being more advanced, in front of procedures of functioning of the digital platforms, can be 'unarmed' and with no clear and adequate tools to protect its position as used to be in the traditional markets. Therefore, the need to intervene at the regulatory level reduces the power of exploitation held by the platforms.