Digital Business Research Group

Digital marketing and consumer behaviour

Research in the area of digital marketing and consumer behaviour gravitates around two focal points: 1) the effective 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, value co-creation and brand performance in ecommerce.
  • Adoption and marketing of technological innovations for e-commerce.
  • The interplay of the connected consumer’s experiences – includes social presence feelings, flow episodes, and online mental imagery – with brand engagement and brand loyalty.
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