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Digital Consumer Behavior Essentials
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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.
Pages: 260 Pages
Paperback (ISBN): 9781636516622
eBook (ISBN): 9781636516639
Hardback (Color): 9781636516646
Trim Size: 5.5” x 8.5”
Category: Business & Economics
Author: Filippo Marchesani, Vibrant Publishers
1 Introduction to Digital Consumer Behavior
1.1 Defining the Digital Consumer
1.2 Traditional vs. Digital Consumers
1.3 The Evolution of Online Purchasing Behavior
1.4 Theoretical Frameworks in Digital Consumer Behavior
1.5 Final Remarks
Chapter Summary
Discussion Questions
Quiz
2 Digital Consumer Decision-Making Process
2.1 How the Digital Consumer Decision-Making Process Works
2.2 Cognitive Biases and the Illusion of Choice
2.3 The Impact of AI on Consumer Decision-Making
2.4 Final Remarks
Chapter Summary
Discussion Questions
Quiz
3 Data, AI, and Personalization in Consumer Behavior
3.1 How Companies Collect and Process Consumer Data
3.2 The Role of AI in Personalizing Shopping Experiences
3.3 Big Data and Predicting Consumer Behavior
3.4 Privacy, Regulation, and Ethical Implications
3.5 Practical Application: Implementing AI-Driven Strategies in Marketing and Consumer Engagement
3.6 Final Remarks
Chapter Summary
Discussion Questions
Quiz
4 The Role of Digital Platforms and Ecosystems: Building Market Influence
4.1 E-Commerce Platforms and Digital Marketplaces: Leveraging Platform Mechanics for Sales Optimization
4.2 Social Commerce and New Purchasing Dynamics: How Brands Can Capitalize on Social-Driven Purchases
4.3 Gamification and Digital Consumer Loyalty: Building Engagement Through Interactive Experiences
4.4 Network Externalities and the Role of Digital Communities: Growing Influence Through Platform-Based Economies
4.5 Practical Application: Platform Strategies for Business Success
4.6 Final Remarks
Chapter Summary
Discussion Questions
Quiz
5 Social Media and Digital Consumer Engagement: From Attention to Conversion
5.1 The Attention Economy and Engagement Strategies: Capturing and Retaining Digital Consumers
5.2 Social Media Algorithms and Their Influence on Purchasing
5.3 Content Marketing and the Influencer Economy: Maximizing ROI From Social and Digital Content
5.4 The Feedback Loop Trap and the Risk of Proof Manipulation
5.5 Practical Application: Building a Social Media Engagement Strategy for Business Growth
5.6 Final Remarks
Chapter Summary
Discussion Questions
Quiz
6 Emerging Trends in Digital Consumer Behavior: Future-Proofing Business Model
6.1 The Subscription Economy and New Consumption Models: How Brands Can Pivot to Recurring Revenue Streams
6.2 The Future of E-Commerce: Augmented Reality, Metaverse, and Immersive Shopping Experiences
6.3 The Evolution of Digital Payment Methods: Cryptocurrencies, BNPL, and the Changing Face of Transactions
6.4 Conversational AI and Human-Machine Interactions: How Chatbots and AI Assistants Reshape Customer Service
6.5 Practical Application: Implementing Future-Oriented Consumer Strategies in Business
6.6 Final Remarks
Chapter Summary
Discussion Questions
Quiz
Case Study: Ikea’s AR & BNPL Bet: Solving “Will It Fit?” And “How Do I Pay?”
7 Creating and Manipulating Consumer Needs: Behavioral Design and Persuasion Strategies
7.1 How New Consumer Needs are Created in the Digital Age: The Mechanics Behind Engineered Demand
7.2 Persuasive Marketing Techniques and Behavioral Design: Structuring Campaigns for Maximum Influence
7.3 The Role of Scarcity and Urgency in Digital Sales Strategies: Driving Conversions Without Eroding Trust
7.4 Predictive Personalization and the Anticipation of Consumer Needs: How to Balance Personalization With Consumer Autonomy
7.5 Practical Application: Ethical Persuasion and Consumer-Centric Marketing Strategies
7.6 Final Remarks
Chapter Summary
Discussion Questions
Quiz
Case Study: Booking The Bias: How Booking.com Re(Shape) Scarcity and Social Proof
8 Mastering Digital Consumer Autonomy: Ethical Strategies and Business Responsibility
8.1 The Digital Consumer Dilemma: Freedom vs. Algorithmic Control
8.2 Strategies for Ethical Digital Consumer Engagement
8.3 Regulatory Compliance and Corporate Responsibility in the Digital Age
8.4 Future-Proofing Digital Consumer Engagement
8.5 Practical Application: Building a Sustainable, Ethical, and Profitable Digital Strategy
8.6 Final Remarks
Chapter Summary
Discussion Questions
Quiz
Case Study: Nicol Boutique’s Digital Fashion Strategy: Competing on Care, Not Price, With a Social-First Retail Model
Chapter Sources
References
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.
Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.
Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.
The Self-Learning Management Series is designed to help students, new managers, career switchers, and entrepreneurs learn essential management lessons and covers every aspect of business, from HR to Finance to Marketing to Operations across any and every industry. Each book includes basic fundamentals, important concepts, and standard and well-known principles as well as practical ways of application of the subject matter.
This timely book advances the current knowledge on consumer behavior in the digital age by providing readers with a fresh perspective and practical guide to navigate digital ecosystems.
-- Stefania Denise Escobar,
Academic Lecturer,
Abu Dhabi Hospitality Academy Les Roches
This book offers a comprehensive introduction to the fundamentals for understanding consumer behavior, a key managerial competence in the artificial intelligence era, by integrating solid theoretical foundations with practical applications.
-- Emanuele Gabriel Margherita,
Tenure-Track Assistant Professor,
Link Campus University, Rome
This book offers a clear and engaging perspective on digital consumer behavior, making it highly accessible and enjoyable to read. It provides practical tools such as case studies and applied exercises that add value beyond theory. Its well-structured content and broad coverage make it relevant across academic contexts (e.g., students and professors) as well as the business world (e.g., professionals, small and large companies), positioning it as a versatile and insightful resource.
-- Giuseppe Ceci,
Academic Researcher in Management,
MIT Senseable City Lab (Brazil)
This book delivers a timely analysis of how data-driven technologies and digital platforms influence consumer behavior and decision-making. It combines insights from multiple disciplines to examine the strategic and ethical tensions between personalization, persuasion, and consumer agency. The inclusion of real-world cases and end-of-chapter exercises enhances its practical relevance, making it a valuable resource for both managers and students.
-- Ginevra Testa,
Professor,
University of Genoa
This book provides a timely perspective on digital consumer behaviour, offering readers a practical and insightful guide to understanding consumer decision-making in digital markets. Its focus on behavioural insights and managerial relevance makes it a valuable resource across academic and professional contexts.
-- Ludovica Antenozio,
Marketing Specialist and Academic Researcher in Business Strategy and Digital Orientation, Spain
This book presents a clear and engaging exploration of digital customer behavior, seamlessly blending academic rigor with real-world business relevance.
-- Enrico Ferrara,
Digital Area Manager,
Würth Italia
This book delivers a clear and focused analysis of how digital systems shape visibility, choice, and purchasing behavior. By linking algorithms, interface design, and data usage to real user outcomes, it moves beyond a purely technical view and highlights the practical impact of platform decisions. This integrated perspective makes the book highly relevant for anyone working on complex, user-centered digital projects.
-- Letizia Faieta,IT Project Manager, Dromedian
One of the key strengths of Digital Consumer Behavior Essentials is the balance between theory and practice. The book provides practical tools to understand and manage personalization, recommendation systems, and data governance, helping turn technical choices into informed design decisions that directly impact user experience and behavior.
-- Simone Vona,
Project Manager,
Würth Italy
An informative overview into consumerism and how it shapes the world today. An insightful book.
-- Megan Johnson,
Librarian, Burnley Central Library
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This book explains how consumer behavior has evolved in the digital world. The examples related to social media, online shopping, and digital marketing make the concepts very relevant and practical.
I used this book for my marketing coursework and found it extremely useful. It explains how digital platforms influence customer decisions and how businesses can adapt their strategies.
This book gives a strong overview of how consumer psychology works in the digital environment. It helped me understand customer journeys and online engagement better.
The book breaks down complex ideas about digital consumers into simple explanations. I especially liked the real-world examples and case studies.
A very relevant book for today’s marketing landscape. It connects traditional consumer behavior concepts with modern digital channels in a very practical way.
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