Consumer Behaviour and Digital Transformation
eBook - ePub

Consumer Behaviour and Digital Transformation

Ayantunji Gbadamosi

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  1. 382 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Consumer Behaviour and Digital Transformation

Ayantunji Gbadamosi

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About This Book

This comprehensive textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions, offering insight into how consumer behaviour, contemporary real-life situations, and digital technology are inextricably linked.

Key learning objectives, exercises and activities, boxed examples and analytical frameworks facilitate and enrich students' learning. Each chapter includes 'pause, plan, and practice (PPP)' activities, as well as real-life case studies exploring digital consumption, digital consumer experiences, and digital trends across industries, from global companies such as Nike and McDonald's to the digital transformation of SMEs. Combining a thorough examination of traditional theory with a fresh approach to the impact of digital transformation on consumer behaviour, this textbook should be core reading for advanced undergraduate and postgraduate students studying Consumer Behaviour, Consumer Psychology, Customer Experience Management, and Digital Marketing.

This book will be accompanied by online resources for the use of instructors, including PowerPoint slides and a test bank.

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Information

Publisher
Routledge
Year
2024
ISBN
9781003836452
Edition
1
Topic
Negocios y empresa
Subtopic
Comportamiento del consumidor

Table of contents