Consumer Behaviour and Digital Transformation

<p>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.</p><p>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 th