Decoding Digital Consumer Behavior: Bridging Theory and Practice - Hardcover

Pellegrino, Alfonso

Hardcover

ISBN 10: 9819734533 ISBN 13: 9789819734535

Verlag: Springer, 2024

Inhaltsangabe

This book is a call to adopt more ethical, sustainable, and consumer-focused approaches in the digital era. The focus on consumer perceptions and expectations in a digital context is particularly relevant, as it delves into the psychological and behavioral aspects of digital interactions. The chapters on digital consumption and risk, and memory in the digital world, are pivotal in understanding how digital mediums impact consumer choices and brand recall. Online persuasion, a key topic, explores ethical and effective strategies for influencing consumer behavior, emphasizing the importance of authenticity and trust. The discussion on social comparison and its implications in digital consumption underscores the psychological impact of digital platforms. The chapters on humanistic and sustainable marketing, and digital customer experience, reflect the growing importance of ethical, sustainable practices, and customer-centric approaches in building brand loyalty. The book is an essential guide for marketing professionals and students, offering a comprehensive understanding of the complex interplay between digital marketing strategies and consumer behavior.

Über diesen Titel

Über die Autorin bzw. den Autor

Alfonso Pellegrino is a lecturer and researcher at the Sasin School of Management, Chulalongkorn University, Thailand.

Von der hinteren Coverseite

This book is a call to adopt more ethical, sustainable, and consumer-focused approaches in the digital era. The focus on consumer perceptions and expectations in a digital context is particularly relevant, as it delves into the psychological and behavioral aspects of digital interactions. The chapters on digital consumption and risk, and memory in the digital world, are pivotal in understanding how digital mediums impact consumer choices and brand recall. Online persuasion, a key topic, explores ethical and effective strategies for influencing consumer behavior, emphasizing the importance of authenticity and trust. The discussion on social comparison and its implications in digital consumption underscores the psychological impact of digital platforms. The chapters on humanistic and sustainable marketing, and digital customer experience, reflect the growing importance of ethical, sustainable practices, and customer-centric approaches in building brand loyalty. The book is an essential guide for marketing professionals and students, offering a comprehensive understanding of the complex interplay between digital marketing strategies and consumer behavior.

Details zur Ausgabe

• Verlag: Springer
• Erscheinungsdatum: 2024
• Sprache: Englisch
• ISBN 10: 9819734533
• ISBN 13: 9789819734535
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 161
• Kontakt zum Hersteller: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3; Heidelberg; 69115; Deutschland