Digital influence on consumer habits : marketing challenges and opportunities

• Main Authors: Singh, Nripendra (Author), Kansra, Pooja (Author), Gupta, S. L. (Author)
• Format: Electronic eBook
• Language: English
• Published: Leeds : Emerald Publishing Limited, 2024.
• Subjects: Internet marketing.; Consumer behavior.; Consumption (Economics); elektronické knihy; electronic books
• ISBN: 9781804553442
• DOI: 10.1108/9781804553428
• Physical Description: 1 online resource (272 pages)

Customers are now highly influenced by digital marketing and ease of purchase, level of service, technological security, and returns processes. Electronic word of mouth (eWOM) has become the biggest persuader of consumer retention and attracting new customers, with websites frequently judged by thei...