Navigating the Digital Landscape : Understanding Customer Behaviour in the Online World

Rapid digitalisation and social media use has led to the evolution of customer behaviour and for any business it has become imperative to understand customer behaviour in the digital world – the chapter authors in Navigating the Digital Landscape explore a wide range of topics to help the reader harness the positive aspects of digital commerce and mitigate risks.

The chapters look at artificial Intelligence and augmented reality, trend setting and the impact of social media, the effect of the COVID-19 pandemic on various sectors, and much more.

Readers will learn service quality, peer pressure, online reviewers’ effect in the digital environment to aid in understanding the various risks and challenges involved in the digital environment, with examples of changing business and consumer scenario case studies as a result of Digital Transformation.

Nripendra Singh, PhD, is a tenured Full Professor of Marketing at Pennsylvania Western University, USA. He is the President of International Association of Technology and Management, Clarion, Pennsylvania (USA), and the Director of Research and Clarion Consulting Center. Dr. Singh is a Fulbright Fellow from The Pennsylvania State University. He loves to mentor young faculty members, research scholars, and students.

Pooja Kansra, PhD, is a Professor of Economics at Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India. Dr. Kansra has fifteen years of teaching experience. Her areas of research include health economics, labor economics, gender economics, insurance and informal sector.

S. L. Gupta, PhD, is Director at BIT Noida Campus, India.