Decoding Digital Consumer Behavior: Bridging Theory and Practice - Couverture rigide

Pellegrino, Alfonso

Couverture rigide

ISBN 10 : 9819734533 ISBN 13 : 9789819734535

Editeur : Springer Verlag, Singapore, 2024

Synopsis

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.

A propos du livre

À propos de l'auteur

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

Détails de l'édition

• Éditeur: Springer Verlag, Singapore
• Date d'édition: 2024
• Langue: anglais
• ISBN 10: 9819734533
• ISBN 13: 9789819734535
• Reliure: Relié
• Nombre de pages: 161
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3; Heidelberg; 69115; Allemagne