Extending Boundaries: The Impact of the Digital World on Consumers and MarketingMarcin Awdziej, Jolanta Tkaczyk Akademia Leona Kozminskiego, 15 maj 2022 - 153 This book presents various views and perspectives on the impact of digital world on consumers, marketing and industries. The authors present a series of novel contributions and highlight some emerging issues relating to consumer–technology interactions, technology’s impact on marketing practice and digitalisation’s consequences in the selected industries. The publication of the book was possible thanks to the support of the Polish National Agency for Academic Exchange under the Welcome to Poland Program (2020). |
Kluczowe wyrazy i wyrażenia
activities adoption advertising application behavior brand buying cashier-free changes chapter cognitive communication compared concept constructs consumers context cost create credibility digitalisation dimensions effect emotions employees engagement environment et al evaluation expected experience Figure function gamification haptic feedback human hypothesis impact implementation important increase indicate innovative integrated interaction interest International Journal of Marketing loyalty market research means measure mind mind perception mobile needs offers offline operating participants perceived perception personal marketing placement positive potential predictive presented purchase railway regarding relationship reputation respondents retailers returns robots role scale significant simulation social media strategy structural Table task theory tion touch train transformation transport trust trying uncanny valley users virtual influencers