03538nam a22005055i 4500001001800000003000900018005001700027007001500044008004100059020003700100024003500137050001600172072001600188072002300204072001600227100008900243245012000332250001800452264007200470300006300542336002600605337002600631338003600657347002400693505060900717520117501326650001902501650003102520650004702551650003402598650002402632650002302656650003502679650003402714650002402748710003402772773002602806776003602832776003602868776003602904856004602940912001402986912001503000999001703015978-981-97-3454-2DE-He21320251030112247.0cr nn 008mamaa240531s2024    si |    s    |||| 0|eng d  a97898197345429978-981-97-3454-27 a10.1007/978-981-97-3454-22doi 4aHF5415.1265 7aKJS2bicssc 7aBUS0900102bisacsh 7aKJSG2thema1 aPellegrino, Alfonso.eauthor.4aut4http://id.loc.gov/vocabulary/relators/aut97797910aDecoding Digital Consumer Behaviorh[electronic resource] :bBridging Theory and Practice /cby Alfonso Pellegrino.  a1st ed. 2024. 1aSingapore :bSpringer Nature Singapore :bImprint: Springer,c2024.  aXII, 149 p. 8 illus., 7 illus. in color.bonline resource.  atextbtxt2rdacontent  acomputerbc2rdamedia  aonline resourcebcr2rdacarrier  atext filebPDF2rda0 aEvolution of Marketing -- Digital Marketing: Overview and Evolutions -- Consumer Perceptions. How Digital Marketing has Changed Consumer Perceptions -- Digital Consumption and Risks -- Consumer Expectations in the Digital Environment -- Memory: How it Works and How to Become "Unforgettable" in a Digital World -- Online Persuasive Communication and its Applications -- Social Comparison, Problems of Digital Consumption and its Implications -- Humanistic and Sustainable Marketing. Marketing 4.0 - a "Humanistic" Approach -- Experience at the Core: Digital Customer Experience and Customer Satisfaction.  aThis book is a call to adopt more ethical, sustainable, and consumer-focused approaches in the digital era. The focus on consumer perceptions and expectations in a digital context is particularly relevant, as it delves into the psychological and behavioral aspects of digital interactions. The chapters on digital consumption and risk, and memory in the digital world, are pivotal in understanding how digital mediums impact consumer choices and brand recall. Online persuasion, a key topic, explores ethical and effective strategies for influencing consumer behavior, emphasizing the importance of authenticity and trust. The discussion on social comparison and its implications in digital consumption underscores the psychological impact of digital platforms. The chapters on humanistic and sustainable marketing, and digital customer experience, reflect the growing importance of ethical, sustainable practices, and customer-centric approaches in building brand loyalty. The book is an essential guide for marketing professionals and students, offering a comprehensive understanding of the complex interplay between digital marketing strategies and consumer behavior. 0aTelemarketing. 0aInternet marketing.959122 0aAdvertisingxPsychological aspects.977980 0aConsumer satisfaction.960599 0aAdvertising.94831314aDigital Marketing.24aAdvertising Psychology.97798124aCustomer Satisfaction.97798224aAdvertising.9483132 aSpringerLink (Online service)0 tSpringer Nature eBook08iPrinted edition:z978981973453508iPrinted edition:z978981973455908iPrinted edition:z978981973456640uhttps://doi.org/10.1007/978-981-97-3454-2  aZDB-2-BUM  aZDB-2-SXBM  c60363d60363