Description
As brand activism, digital retail trends, artificial intelligence (AI) ethics, and the pervasive influence of social media continue to reshape the consumer landscape, marketing scholars and practitioners find themselves grappling with the complexities of this ever-evolving terrain. The need for comprehensive insights into these facets of consumer psychology, coupled with ethical considerations in the digital realm, has become increasingly urgent. Traditional marketing strategies risk obsolescence without a deep understanding of these forces, and the lack of a unifying resource hinders the development of effective, responsible marketing practices.
Globalized Consumer Insights in the Digital Era is a groundbreaking publication, crafted by leading experts in the field, which addresses the pressing issues surrounding contemporary consumer behavior. Covering diverse topics such as brand activism, AI ethics, digital retail trends, and more, this book provides a comprehensive and insightful exploration of the challenges facing marketers today. With contributions from esteemed scholars, each chapter offers a unique perspective, fostering intellectual dialogue and inspiring novel approaches to comprehend and navigate the complex interplay of factors shaping consumer attitudes.
Author's/Editor's Biography
Fatih Sahin (Ed.)
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 (Ed.)
Cevat Soylemez is a professor at Kütahya Faculty of Applied Sciences Deputy Head of Department