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.