Description

Book Synopsis

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

Consumer Behaviour and Digital Transformation

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    £147.25

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    Order before 4pm tomorrow for delivery by Fri 14 Aug 2026.

    A Hardback by Ayantunji Gbadamosi

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      Publisher: Taylor & Francis Ltd
      Publication Date: Publication Date: 3/11/2024
      ISBN13: 9781032149752, 978-1032149752
      ISBN10: 1032149752
      Also in:
      Business strategy

      Description

      Book Synopsis

      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

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