DIGITAL INFLUENCE ON CONSUMER HABITS: MARKETING CHALLENGES AND OPPORTUNITIES

Book ID/图书代码： 04331424C00023

English Summary/英文概要： Customers are now highly influenced by digital marketing and ease of purchase, level of service, technological security, and returns processes. Electronic word of mouth (eWOM) has become the biggest persuader of consumer retention and attracting new customers, with websites frequently judged by their simplicity.

For any business it has become imperative to understand the various factors which influence the customers to purchase through digital modes, and the authors undertake a thorough analysis of these factors in Digital Influence on Consumer Habits. The chapters look at Artificial Intelligence, trend setting and the impact of social media, the effect of the COVID-19 pandemic on various sectors, and much more.

Readers will learn service quality, peer pressure, online reviewers’ effect in the digital environment to aid in understanding the various risks and challenges involved in the digital environment, with examples of changing business and consumer scenario case studies as a result of Digital Transformation.

Chinese Summary/中文概要： 如今，消費者深受數位行銷、購買便利性、服務水準、技術安全性和退貨流程的影響。電子口碑 (eWOM) 已成為留住消費者和吸引新客戶的最大說服力，而網站的簡潔性則常常被評判。

對於任何企業來說，了解影響客戶透過數位方式購買的各種因素都至關重要，作者在《數位化對消費者習慣的影響》一書中對這些因素進行了深入分析。本書章節探討了人工智慧、潮流引領和社群媒體的影響、新冠疫情對各產業的影響等等。

讀者將了解服務品質、同儕壓力、線上評論者在數位環境中的影響，以幫助理解數位環境中涉及的各種風險和挑戰，並提供數位轉型帶來的商業和消費者場景案例研究。(Zoe)

Awards/获奖情况：

About the Author/作者介绍： Nripendra Singh 博士是美國賓州西部大學的行銷終身教授。他是美國賓州克拉里昂國際技術與管理協會的主席，也是克拉里昂研究與諮詢中心的主任。 Singh 博士是賓州州立大學的富布賴特學者。他熱衷於指導年輕的教職員工、研究學者和學生。

Pooja Kansra 博士是印度旁遮普邦帕格瓦拉洛夫利專業大學米塔爾商學院的經濟學教授。 Kansra 博士擁有 15 年的教學經驗。她的研究領域包括衛生經濟學、勞動經濟學、性別經濟學、保險和非正規部門。

S. L. Gupta 博士是印度 BIT 諾伊達校區的主任。

Nripendra Singh, PhD, is a tenured Full Professor of Marketing at Pennsylvania Western University, USA. He is the President of International Association of Technology and Management, Clarion, Pennsylvania (USA), and the Director of Research and Clarion Consulting Center. Dr. Singh is a Fulbright Fellow from The Pennsylvania State University. He loves to mentor young faculty members, research scholars, and students.

Pooja Kansra, PhD, is a Professor of Economics at Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India. Dr. Kansra has fifteen years of teaching experience. Her areas of research include health economics, labor economics, gender economics, insurance and informal sector.

S. L. Gupta, PhD, is Director at BIT Noida Campus, India.

Format:HARDCOVER

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