Consumer Behaviour and Digital Transformation

"""This book tackled an important and contemporary subject that is worth learning. Using hands-on applications adds a distinctive value to the material, enriching understanding and preparing for solving real-world problems"". Professor Bangaly Kaba, Professor - Management of Information Systems (MIS), Athabasca University, Canada; Associate Editor- The African Journal of Information Systems (AJIS) ""This book captures the essence and importance of technological innovation and its impact on consumer behaviour and decision-making. It provides the most contemporary, yet authentic, insights encompassing culture and psychological influences on consumerism in the digital sphere. It should be proposed on core reading lists for consumer behaviour and digital marketing courses as it thoughtfully combines theory, practice and application through the lens of digital transformation and its impact on consumer behaviour."" Professor Vish Maheshwari, Professor of Marketing and Associate Dean Academic – Student Experience , Salford Business School, University of Salford, UK ""Consumer Behaviour and Digital Transformation is a well-written and easy to read textbook on digital consumers and digital consumer behaviour. Despite the pervasiveness of technology on people’s lives, it is amazing that until now, there has not been a textbook that comprehensively discusses digital consumer behaviour in a holistic manner. Unlike previous texts, Ayantunji Gbadamosi’s Consumer Behaviour and Digital Transformation answers pertinent questions of ‘ordinary’ people’s transformation into digital consumers, the effect of technological innovations on consumers’ beliefs, choices and the resultant actions thereto. Most importantly, opportunities for SMEs and other retailers can be evaluated using case studies at the end of each chapter."" Professor Richard Shambare, Dean, Management and Commerce, University of Fort Hare, South Africa ""This is one of the earliest textbooks with comprehensive outlook on consumer behavior with the new environment of digitization. The author does not only discuss the nuances of memory and ethics with digitization, but has also taken pains to integrate the traditional theories of innovation and diffusion. Each chapter comes with a complete case analysis. This is an excellent book for students in consumer behavior. For practitioners, it is “one of those must have books”. ‘Tunji deserves a lot of credit for his foresight and hard work."" Professor P. Sergius Koku, Esq. Ph.D., JD, Professor and two-time recipient of Fulbright Awards, College of Business, Florida Atlanta University, Florida, USA"