Consumer Behaviour and Digital Transformation

This textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision-making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions.

Dr. Ayantunji Gbadamosi is an Associate Professor in Marketing and the Co-chair of the Research Ethics Committee at Royal Docks School of Business and Law, University of East London, UK.