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Digital Consumer Behavior Essentials: Understanding Online Decision-Making, AI Influence & Algorithmic Marketing in the Age of E-Commerce (Self-Learning Management Series) - Tapa dura

Libro 60 de 75: Self-Learning Management Series

Marchesani, Filippo; Publishers, Vibrant

 
9781636516646: Digital Consumer Behavior Essentials: Understanding Online Decision-Making, AI Influence & Algorithmic Marketing in the Age of E-Commerce (Self-Learning Management Series)
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ISBN 10: 1636516645 ISBN 13: 9781636516646
Editorial: Vibrant Publishers, 2026

Sinopsis

Understanding Online Decision-Making, AI Influence & Algorithmic Marketing in the Age of E-Commerce. Seeing the modern buyer through the mirror of desire in a world shaped by algorithms.

A Practical, Research-Grounded Guide to Predicting and Influencing Today’s Digital Consumer
Behind every “buy now,” a hidden mechanism is at work. Understand how digital environments subtly shape the choices your customers think are their own.
Digital Consumer Behavior Essentials is an insightful guide to how consumers think, feel, and decide in the age of platforms, personalization, and data. It connects classic consumer behavior theories with today’s algorithmic reality, giving marketing and product teams a clear framework to understand and influence online decisions responsibly.
Key topics covered in the book:

  • Digital decision-making process
    Explore how the digital consumer decision-making process really works, —and how many “choices” are guided by interfaces, nudges, and algorithmic design.
  • Classic consumer behavior theories through the digital lens
    Revisit core theories like the Consumer Decision-Making Model, Technology Acceptance Model, Prospect Theory, Uses and Gratifications, and Network Externalities through a digital lens.
  • AI, datafication, and personalization
    Learn how data collection, profiling, recommender systems, and predictive analytics shape what consumers see, desire, and ultimately choose.
  • Platforms and social media ecosystems
    Understand how e-commerce, social commerce, digital communities, and influencer ecosystems compete for attention, trust, and loyalty.
  • Persuasion tactics and ethical marketing strategies
    Examine scarcity tactics, engagement loops, and behavioral design—then shift towards ethical nudging, autonomy, and long-term consumer trust.
Blending academic rigor with practical examples, this book offers quizzes, ethical frameworks, and cases from IKEA, Booking.com, and more. It is especially suited for career-switchers, marketing managers, product owners, growth and performance marketers, and consumer insight analysts.
If you want to see the modern buyer “through the mirror of desire” and design digital journeys that are both effective and responsible, Digital Consumer Behavior Essentials provides a comprehensive and structured starting point.

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Acerca de los autores

Filippo Marchesani is a scholar and practitioner in smart cities, innovation, and digital consumer behavior. He is a researcher at the University of Chieti-Pescara and an adjunct professor at South Champagne Business School. Holding a PhD in Management, he has published widely and authored The Global Smart City. He has taught internationally and supports innovation ecosystems through mentoring and competitions.

Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.

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Editorial
Vibrant Publishers
Año de publicación
2026
Idioma
Inglés
ISBN 10 
1636516645
ISBN 13 
9781636516646
Encuadernación
Tapa dura
Número de páginas
262
Contacto del fabricante
Manufactured by Amazon on behalf of the author
https://www.amazon.es/hz/contact-us

c/o Amazon Media EU S.à.r.l., 38 Avenue John F. Kennedy
Luxembourg
L-1855
Luxemburgo