Digital Consumer Behavior Essentials - Filippo Marchesani

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Résumé :
Ever wondered how the internet knows exactly what you want-sometimes before you do? Digital Consumer Behavior Essentials reveals the digital psychology and marketing science behind it. In today's hyperconnected world, you aren't just browsing-you're being shaped. Every search, swipe, and click fuels data-driven systems that predict who you are, what you desire, and what you'll buy next. Digital Consumer Behavior Essentials pulls back the curtain on the algorithms, behavioral science, and digital marketing strategies that quietly influence your choices. When you understand how digital consumer psychology works, you gain a powerful advantage in a marketplace built on persuasion. Inside, you will uncover: How your customer journey is engineered online, from awareness to post-purchase behavior. How your cognitive biases intensify in digital environments - including social proof, scarcity, and choice overload. How AI, personalization, and marketing analytics influence what you see, trust, and choose. How e-commerce platforms, social commerce, and digital communities shape your loyalty. What keeps your attention hooked on social media - algorithms, influencers, and engagement loops that drive online behavior. The future of digital marketing and consumer behavior-AR shopping, conversational AI, subscription models, and seamless payment systems. With real case studies and actionable insights, this book gives you the clarity to understand and ethically influence digital consumer behavior in your work. Part of the Self-Learning Management Series, Digital Consumer Behavior Essentials is designed for self-paced learning and serves as a practical reference for professionals and marketers. Whether you're developing marketing strategies, optimizing digital products, or teaching courses on consumer behavior, you'll gain a clear framework to understand, analyze, and ethically influence online consumer decisions....

Biographie:
Filippo Marchesani is a scholar and practitioner in smart cities, innovation, and digital consumer behavior. He is a researcher at the University of Chieti-Pescara and an adjunct professor at South Champagne Business School. Holding a PhD in Management, he has published widely and authored The Global Smart City. He has taught internationally and supports innovation ecosystems through mentoring and competitions....