Marketing in the Digital Age by Jain, Varsha; Heggde, Githa S.; Belk, Russell; Spais, George;

Insights into Consumer Decisions, Social Influence, and Responsible Marketing

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A termék adatai:

Kiadó Springer Nature Singapore
Megjelenés dátuma 2026. június 4.

ISBN 9789819565085
Kötéstípus Keménykötés
Terjedelem332 oldal
Méret 210x148 mm
Nyelv angol
Illusztrációk VIII, 332 p. 30 illus., 17 illus. in color.

Kategóriák

Virtuális valóság Értékesítés, kereskedelem Marketing, kommunikáció, PR Vállalkozások általában

Hosszú leírás:

"

This book presents contemporary discussions on how consumers think, decide, and act in the digital world. Through contributions from scholars across diverse marketing domains, the book explores online decision-making, social engagement, influencer dynamics, and the growing importance of privacy and ethical responsibility. It connects classical consumer behavior theories with emerging practices shaped by digitalization. The chapters extend that tradition by offering theoretical and empirical insights for academics, practitioners, and policymakers who wish to understand how consumer behavior evolves within dynamic digital marketplaces. This edited volume originated from the International Conference Marketing Communication 2025 (ICMC), organised Mudra Institute of Communications, Ahmedabad, India.

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Több

Tartalomjegyzék:

Chapter 1: Consumer Involvement in the Digital Era Classical Insights and AI Applications in India.- Chapter 2: Consumer Responses to Influencer Marketing Does Mindfulness lead to Mindful Consumption.- Chapter 3: Travel 2.0 The Role Of Cognition And Affect In Consumer To Consumer C2C Travel Influence.- Chapter 4: The Hungry Calls The Influence of Push Notification on Impulse Buying From Food Delivery Apps.- Chapter 5: LetS Talk Money The Role of Fin Influencers Inshaping GenzS Investment Willingness.- Chapter 6: Fall out to Building Reputation Leveraging Social Media Influencers in Managing Brand Crisis. Chapter 7: How Online Brand Communities Affect Consumer Engagement.- Chapter 8: From crafting Moments to Marketing The Conceptualization and Conceptual Framework of Moment Marketing.- Chapter 9: Advertising of CSR Activities and its Impact on Brand Equity A Study of FMCG Sector in India.- Chapter 10: Effects of Sustainable Marketing Practices on Consumer Buying Behaviour in Quick Commerce.- Chapter 11: Consumer Data Privacy on User-Created Content - Designing Consumer Personas to Privacy Concern.- Chapter 12: Posts Privacy and Plight Investigating Ethical Boundaries of Consumer Data Usage.- Chapter 13: The Impact of Marketing Analytics on Business Performance Navigating Consumer Insights and Ethical Considerations.- Chapter 14: The Impact of Heatmap Metrics on Consumer Decision Making in Metaverse Fashion Spaces.- Chapter 15: Impact of Online Food Aggregator OFA Loyalty Programs on Customer Loyalty An Empirical Study.