Description
The marketing world is transforming in this era of unprecedented technological advancement, changing consumer tastes, and evolving social norms. As information flows freely and brand loyalty becomes a coveted prize, understanding what motivates consumers to choose one brand over another is paramount. Navigating the Shifting Landscape of Consumer Behavior is an authoritative exploration of the dynamic interplay between consumers, brands, and the evolving digital environment.
This book dives into the contemporary consumer behavior. The narrative reveals the phenomenon of brand activism as a significant force reshaping the marketing battlefield. No longer content to remain apolitical, brands are increasingly taking stances on pressing social and environmental issues. The book critically examines the dynamics of successful brand activism and explores customer reactions to companies championing social causes. The book incorporates real-world examples and practical tactics, making it an invaluable resource for marketing scholars, researchers, professionals, educators, and graduate students.
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