Marketing in the Digital Age

Insights into Consumer Decisions, Social Influence, and Responsible Marketing
Erscheinungsjahr 2026
ISBN: 978-981-956508-5
Verlag: Springer

Buch, Englisch, 357 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 606 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Jain, Varsha

Heggde, Githa S.

Belk, Russell

Spais, George

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Mathematik | Informatik EDV | Informatik Informatik Mensch-Maschine-Interaktion Ambient Intelligence, RFID, Internet der Dinge
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Mathematik | Informatik EDV | Informatik Informatik Virtuelle Realität, Erweiterte Realität

Inhaltsverzeichnis

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.

Über Autor(innen)

Varsha Jain, Professor of Marketing, ESSCA France, is Deputy Editor of the Journal of Consumer Behaviour and Associate Editor at three “A” journals. She has received awards, chaired global conferences, and published over 145 papers including leading A* and A journals.

Githa Heggde, Dean at MICA, holds a Ph.D. in Management from Bharathiar University. With over 30 years of academic, consulting, and industry experience, she has led top business schools, guided institutional turnarounds, contributed to government initiatives, consulted corporates, and published research and books in marketing and supply chain management.   Russel Belk's research explores the meanings of possessions, collecting, gift-giving, sharing, and materialism. His work is often cultural, visual, qualitative, and interpretive. By examining how possessions hold meaning after acquisition and how cultures view consumption, he believes we gain deeper insights into how people define themselves through what they desire, own, and use.   George Spais is an adjunct faculty member at the Hellenic Open University. His expertise includes promotion management, digital marketing, and marketing education. His research is widely published in scholarly journals of marketing, and he worked extensively as marketing consultant and serves as editor for several major marketing journals.