Description
The adoption of digital payment systems reshapes the landscape of modern marketing. Technologies like mobile wallets, contactless payments, and online payment platforms generate real-time consumer data that transform how firms understand and engage customers. By enabling seamless purchasing experiences and data insights into consumer behavior, digital payment systems blur the boundaries between payment and customer relationship management. As a result, they influence purchasing decisions at the point of sale while redefining marketing strategies, brand interactions, and competitive dynamics in a digital economy.
Impacts of Digital Payment Systems on Marketing explores how digital payment systems present opportunities and challenges in marketing. It examines how digital platforms enhance engagement through advertising, providing cashless, virtual, and faster payment methods. Covering topics such as electronic payments, blockchain, and digital marketing, this book is an excellent resource for marketers, engineers, business organizations, academicians, and researchers.
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.