Consumer Behaviour and Digital Transformation
About this ebook
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.
About the author
Ayantunji Gbadamosi is an Associate Professor in Marketing and Co-chair of the Research Ethics Committee at Royal Docks School of Business and Law, University of East London, UK.
