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This book presents contemporary discussions on how consumers think, decide, and act in the digital world. Through contributions from scholars across diverse marketing domains, the book explores online decision-making, social engagement, influencer dynamics, and the...
The book focuses on emerging digital marketing and consumer culture research directions. It brings together work on immersive experiences, AI-driven innovation, and cultural influences that shape modern consumption. The chapters examine how technology, creativity, and...
This book provides a comprehensive overview of the role of immersive technology with multiple sectoral perspectives, such as entertainment, education, health care, and more. It covers a detailed analysis of the latest trends and developments in the field. It encompasses...
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