Digital Consumer Behavior

Introduction

This textbook explores the core concepts and contemporary themes of consumer behavior relating to the digital environment. Illustrated through lively short examples and longer case studies from around the world, the book explores how technology influences consumers' cognitive, affective, and behavioral aspects and how the consumer makes decisions in this context.

Topics Covered

Highly comprehensive, topics covered include data-driven consumer decision-making, consumer value co-creation, consumer knowledge sharing, social media, social factors, customer experience, diversity, and inclusion. Each chapter begins and ends with a case, providing live situations where students can connect with the core concepts, chapter objectives, key learning points, and discussion questions to frame and structure learning.

Target Audience

Offering an in-depth understanding of the dynamic changes in consumer behavior, this text is ideal core reading for advanced undergraduate and postgraduate students studying consumer behavior, particularly in the digital environment, customer experience management, digital marketing, and the digital consumer.

Online Resources

Online resources include PowerPoint lecture slides and a test bank.