DIGITAL ECONOMY AND THE NEW PARADIGM IN MARKET ANALYSIS: A PHILOSOPHICAL PERSPECTIVE

Abstract

The rise of the digital economy has fundamentally transformed the landscape of market analysis, moving away from traditional methods to a more dynamic, data-driven, and globally connected paradigm. This study explores the ontological, epistemological, and axiological shifts in market analysis that have emerged with the advent of digital technologies such as big data, artificial intelligence (AI), and the growing interconnectedness of global markets. Through a qualitative approach, utilizing document analysis of case studies from e-commerce and fintech sectors, this research highlights how these technological advancements are reshaping market structures and decision-making processes. The ontological shift reflects a transformation from physical, geographically bound markets to virtual, borderless platforms where transactions occur in real time, transcending traditional boundaries. Epistemologically, the digital economy has moved from static, historical data analysis to dynamic, real-time data analytics, empowering businesses to make faster, more informed decisions. Axiologically, the values of market analysis have evolved from a narrow focus on efficiency and resource allocation to a broader emphasis on innovation, inclusivity, and sustainability. The findings underscore the need for regulatory frameworks that address key challenges such as data privacy, digital inequality, and the ethical implications of AI, ensuring that the benefits of digital transformation are equitable and inclusive. This study suggests that, while the digital economy fosters increased adaptability, innovation, and global interconnectedness, it also requires careful consideration of the social and ethical consequences of these changes.