Consumer Behaviour and Digital Transformation av Ayantunji (University of East London UK) Gbadamosi

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<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