Leveraging Consumer Behavior and Psychology in the Digital Economy

Leveraging Consumer Behavior and Psychology in the Digital Economy

Norazah Mohd Suki (Universiti Malaysia Sabah, Malaysia) and Norbayah Mohd Suki (Universiti Utara Malaysia, Malaysia)
Release Date: June, 2020|Copyright: © 2020 |Pages: 299
ISBN13: 9781799830429|ISBN10: 179983042X|EISBN13: 9781799830436|DOI: 10.4018/978-1-7998-3042-9


With the increasing prevalence of information, communication, and technology, including social media, in the digital economy, leveraging consumer behavior and psychology has become a dominant ground for researchers and practitioners to inspect the trends, opportunities, and challenges to social networking service (SNS) developers and online firms. These platforms have become a key channel for social interactions and networking among individuals and online communities to leverage business activities in respect to product and service visibility and sustainability via the internet.

Leveraging Consumer Behavior and Psychology in the Digital Economy is a pivotal reference source that provides current research on topics relevant to consumer behavior, consumer psychology, consumer value, customer satisfaction, and loyalty and how best to utilize this research consumer behavior and psychology in the digital economy. Emphasizing critical topics in the field of consumer behavior research, this publication is a wide-ranging resource for professionals, practitioners, marketers, retailers, business managers, academics, researchers, and graduate-level students interested in the latest material on consumer behavior and psychology in the digital economy.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Consumer Interaction
  • Customer Satisfaction
  • Digital Economics
  • Digital Media
  • E-Commerce
  • Generational Marketing
  • Global Branding
  • Information Sharing
  • Online Communities
  • Social Media

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Lt. Colonel (CD) Professor Ts. Dr. Norazah Mohd Suki is a Professor of Marketing and E-Commerce at Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia (UUM). She is the recipient of Malaysia’s Research Star Award 2018, Highly Commended Paper in the 2015 and the 2017 Emerald Literati Network Awards for Excellence, Winners of the IGI Global Seventh Annual Awards Excellence in Research Journal, etc. Her research interests include marketing research, consumer behaviour, M-commerce, E-commerce, E-marketing, green marketing, Islamic marketing, and areas related to marketing. She has mentored several post-graduate students, published more than 300 papers in referred journals, book chapters, books, and conference papers detailing her research activities, on top of coordinating and participating in several research projects. She is also the editor of several SCOPUS indexed books. She has wide-ranging experiences as an invited speaker on courses related to Structural Equation Modelling (SEM), Statistical Package for Social Sciences (SPSS) and research methodology.