Navigating the Shifting Landscape of Consumer Behavior

Name: Navigating the Shifting Landscape of Consumer Behavior
Price: 507.62 AUD
Availability: OutOfStock
ISBN: 9798369347225

Fatih Sahin, Cevat Soylemez

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Paperback

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English

Business Science Reference
07 February 2024

Consumerism

The marketing world is transforming in this era of unprecedented technological advancement, changing consumer tastes, and evolving social norms. As information flows freely and brand loyalty becomes a coveted prize, understanding what motivates consumers to choose one brand over another is paramount. Navigating the Shifting Landscape of Consumer Behavior is an authoritative exploration of the dynamic interplay between consumers, brands, and the evolving digital environment. This book dives into the contemporary consumer behavior. The narrative reveals the phenomenon of brand activism as a significant force reshaping the marketing battlefield. No longer content to remain apolitical, brands are increasingly taking stances on pressing social and environmental issues. The book critically examines the dynamics of successful brand activism and explores customer reactions to companies championing social causes. The book illuminates the transformative trends of e-commerce, mobile shopping, and omnichannel strategies in digital retail. It scrutinizes how customers navigate the digital economy, the influence of social media on their decisions, and the ethical implications of data-driven marketing. Ethical considerations take center stage, addressing issues such as the ethical implications of artificial intelligence, corporate accountability in the digital environment, and the delicate balance between innovation and ethics. Navigating the Shifting Landscape of Consumer Behavior aspires to catalyze positive change. It provides a theoretical understanding and bridges the gap between theory and practice. The book incorporates real-world examples and practical tactics, making it an invaluable resource for marketing scholars, researchers, professionals, educators, and graduate students. The focus on ethical marketing practices, brand activism, and corporate responsibility contributes to current research by providing data-driven insights and addressing the ethical challenges of evolving marketing tactics.

Edited by: Fatih Sahin, Cevat Soylemez
Imprint: Business Science Reference
Country of Publication: United States
Dimensions: Height: 254mm, Width: 178mm,
ISBN: 9798369347225
Pages: 341
Publication Date: 07 February 2024
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Fatih Sahin , PhD Associate Professor of Marketing Bandirma Onyedi Eylul University, Gonen Vocational School Fatih Sahin is an Associate Professor of Marketing at Bandirma Onyedi Eylul University, where he specializes in consumer behavior, digital marketing, branding, and relationship marketing. His research delves into the evolving dynamics of consumer decision-making in the digital era, with a particular focus on strategic marketing and competitive advantage. With a Doctorate in Business Administration from Dumlupinar University, an MSc in Business Administration from Bahcesehir University, and a Bachelor's in Statistics from Yildiz Technical University, Dr. Şahin brings a strong analytical and strategic perspective to marketing research. Dr. Sahin has authored numerous academic publications, including books, book chapters, and peer-reviewed articles, contributing significantly to the fields of marketing strategy, brand management, and digital transformation. His recent works explore the intersection of technology and consumer behavior, investigating topics such as AI-driven marketing, social media influence, and brand transgressions. As a prolific researcher with over 40 publications and extensive academic collaborations, Dr. Şahin focuses on consumer behavior, besides bridging academic theory with practical industry applications. His latest books, Globalized Consumer Insights in the Digital Era and Navigating the Shifting Landscape of Consumer Behavior. Cevat Soylemez is a professor at Kütahya Faculty of Applied Sciences Deputy Head of Department