Book Title: Digital Business and Intelligent Technologies
Editors: Dr. S. Fenin Samuel, Dr. D. Kinslin, Dr. S. Edmund Christopher, and Dr. J.S. Kishore
ISBN: 978-81-69297-52-3
Chapter: 10
DOI: https://doi.org/10.59646/723/10
Author: Dr. Asha. K
Abstract
This chapter explores the complexities of consumer behavior in the digital age, highlighting how technology has transformed the ways consumers interact with brands and make purchasing decisions. It begins by defining consumer behavior and the factors that influence it, including psychological, social, and cultural elements. The chapter examines the impact of digital technologies, such as social media, mobile applications, and e-commerce platforms, on consumer decision-making processes. Key concepts such as the consumer journey, customer experience, and brand loyalty are discussed. The chapter also analyzes how data analytics and big data inform businesses about consumer preferences and behaviors, enabling personalized marketing strategies. Finally, it addresses the ethical considerations surrounding consumer data usage and privacy in the digital landscape.