Digital marketing and consumer behaviour

Research in the area of digital marketing and consumer behaviour gravitates around two focal points: 1) the effective and sustainable strategies in digital marketing and e-retailing; and 2) the connected consumers’ immersive experiences and their effects on marketing. This translates into studies on:

• E-retailing strategies, brand co-creation in e-commerce, and their impact on CLV (customer lifetime value).
• Adoption and marketing of technological innovations for e-commerce – including new payment methods and highly immersive ecosystems.
• Effectiveness of environmental digital marketing communication programmes in enhancing consumer engagement and sustainable consumption journeys.
• Dynamics of eWOM (electronic word of mouth) in shaping consumer preferences, engagement, and brand loyalty.
• The interplay of the immersive experiences – including social presence feelings, flow episodes, and online mental imagery – with connected consumers’ behaviour.