The contemporary world is characterized by the massive use of digital communication platforms and services that allow people to stay in touch with each other and their organizations. This digital transformation has changed marketing in an unpredictable way. However, despite a great deal of investigation in this regard, digital transformation and its impact on consumer behaviour still require exploration. This book sheds light on the challenges and solutions for companies when dealing with the online consumer on social media and in the era of Web 4.0. It investigates the digital transformation in terms of customer experience, customer empowerment, resistance, influencer marketing, and trust. The volume shows how consumers perceive, react and behave towards brands’ digital marketing strategies in addition to the barriers, constraints, advantages and modes of action of online consumers.
Author(s): Nedra Bahri-Ammari, Imene Ben Yahia-Boumaiza
Publisher: Cambridge Scholars Publishing
Year: 2022
Language: English
Pages: 211
City: Newcastle upon Tyne
Table of Contents
AI and robotization in the tourism sector during the COVID-19 pandemic
Perceived benefits and risks of P2P platforms using blockchain
technology
Does online delivery suit fine-dining restaurants?
Instagram, the new “Eldorado”?
Social media, a communication vector for political candidates?
How to get the best from your social media users through empowerment?
The study of the effect of an augmented reality experience on online shopping
The re-humanization of services in the digital age
How to explain the intention to use Chatbots Messenger with UTAUT and ALMER theories?
Enhancing co-creation
