Consumer Behaviour and Digital Transformation

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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 st...

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"This book tackled an important and contemporary subject that is worth learning. Using hands-on applications adds a distinctive value to the material, enriching understanding and preparing for solving real-world problems". Professor Bangaly Kaba, Professor - Management of Information Systems (MIS), Athabasca University, Canada; Associate Editor- The African Journal of Information Systems (AJIS)

"This book captures the essence and importance of technological innovation and its impact on consumer behaviour and decision-making. It provides the most contemporary, yet authentic, insights encompassing culture and psychological influences on consumerism in the digital sphere.

It should be proposed on core reading lists

for consumer behaviour and digital marketing courses as it thoughtfully combines theory, practice and application through the lens of digital transformation and its impact on consumer behaviour." Professor Vish Maheshwari, Professor of Marketing and Associate Dean Academic - Student Experience , Salford Business School, University of Salford, UK

"Consumer Behaviour and Digital Transformation is a well-written and easy to read textbook on digital consumers and digital consumer behaviour. Despite the pervasiveness of technology on people's lives, it is amazing that until now, there has not been a textbook that comprehensively discusses digital consumer behaviour in a holistic manner. Unlike previous texts, Ayantunji Gbadamosi's Consumer Behaviour and Digital Transformation answers pertinent questions of 'ordinary' people's transformation into digital consumers, the effect of technological innovations on consumers' beliefs, choices and the resultant actions thereto. Most importantly, opportunities for SMEs and other retailers can be evaluated using case studies at the end of each chapter." Professor Richard Shambare, Dean, Management and Commerce, University of Fort Hare, South Africa

"This is one of the earliest textbooks with comprehensive outlook on consumer behavior with the new environment of digitization. The author does not only discuss the nuances of memory and ethics with digitization, but has also taken pains to integrate the traditional theories of innovation and diffusion. Each chapter comes with a complete case analysis.

This is an excellent book for students in consumer behavior. For practitioners, it is "one of those must have books". 'Tunji deserves a lot of credit for his foresight and hard work." Professor P. Sergius Koku, Esq. Ph.D., JD, Professor and two-time recipient of Fulbright Awards, College of Business, Florida Atlanta University, Florida, USA

"I've had the pleasure of delving into this book, which provides profound insights into technology and the contemporary consumer behaviour. I am genuinely pleased with the considerable effort invested in this work. My satisfaction stems from various factors. Firstly, having previously read and used textbooks by the author, I am confident in their pedigree and ability to deliver valuable insights. Secondly, I appreciate the book's contemporary focus, delving into the intersectionality between consumer behaviour, digital technology, and the socio-cultural impacts on consumption. Thirdly, the inclusion of 'pause, plan, and practice (PPP)' activities, along with real-life case studies exploring digital consumption, consumer experiences, and trends across industries, adds substantial value. This feature makes the book particularly beneficial for both lecturers and students in the realms of digital technology and consumer behaviour." Dr Emmanuel Mogaji, Associate Professor in Marketing, Keele Business Keele University, UK

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