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Consumer Behaviour and Digital Transformation
Consumer Behaviour and Digital Transformation
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This textbook explores how technological developments and emerging technologies impact consumer behavior and decision-making globally, offering insights into how consumer behavior, contemporary real-life situations, and digital technology are interconnected. It includes key learning objectives, exercises, activities, case studies, and analytical frameworks to enhance students' learning. It is a core reading for advanced undergraduate and postgraduate students studying Consumer Behavior, Consumer Psychology, Customer Experience Management, and Digital Marketing.
Format: Hardback
Length: 364 pages
Publication date: 11 March 2024
Publisher: Taylor & Francis Ltd
This comprehensive textbook delves into the profound impact of technological advancements and emerging technologies on consumer behavior and decision-making on a global scale. It aims to equip readers with a coherent understanding of the fundamental principles underlying consumer behavior, particularly in relation to individual and group-oriented consumption decisions. By exploring the intricate interplay between consumer behavior, contemporary real-life situations, and digital technology, the book offers valuable insights into how these elements are interconnected.
Key learning objectives, engaging exercises, practical examples, and analytical frameworks are thoughtfully incorporated to enhance students' learning experience. Each chapter includes "pause, plan, and practice (PPP) activities," practical case studies, and real-life examples, showcasing digital consumption, consumer experiences, and trends across various industries, from global giants like Nike and McDonald's to the digital transformation of SMEs.
By combining a thorough examination of traditional theory with a fresh perspective on the influence of digital transformation on consumer behavior, this textbook serves as a vital resource for advanced undergraduate and postgraduate students pursuing studies in Consumer Behavior, Consumer Psychology, Customer Experience Management, and Digital Marketing.
In addition to the textbook, instructors will have access to online resources, including PowerPoint slides and a test bank, to further support their teaching and enhance the learning journey for students.
Weight: 800g
Dimension: 181 x 253 x 27 (mm)
ISBN-13: 9781032149752
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