Digital Consumer Behavior

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. 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. 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 include Power Point lecture slides and a test bank. | Digital Consumer Behavior