Digital Consumerism: Behavioural Shifts in the 21st Century

Description

This edited volume brings together diverse scholarly perspectives from academicians, researchers, and practitioners to provide a multidisciplinary understanding of digital consumerism. The chapters explore critical themes such as online decision-making, social commerce, influencer culture, attention economy, trust and transparency, AI-driven personalization, data privacy, and the psychological underpinnings of digital engagement. By integrating theoretical frameworks with empirical insights and contemporary case studies, the book aims to bridge the gap between academic research and real-world digital marketing practices.

The objective of this book is not only to document behavioural shifts but also to encourage critical reflection on their implications for businesses, policymakers, educators, and society at large. As digital consumerism continues to evolve, questions of ethical responsibility, consumer well-being, inclusivity, and sustainable digital practices become increasingly significant. This volume aspires to contribute meaningfully to these discussions and to serve as a valuable reference for students, scholars, and professionals navigating the complexities of digital markets.

Dr. Shubhendu Shekher Shukla is an accomplished academic, researcher, and author with extensive expertise in areas such as Digital Marketing & E‑Commerce, Marketing Analytics, Rural Management, Management Information Systems, and more. He holds a Ph.D.in Management, along with  an  M.Phil,  MBA,  and  MA  in  Sociology. Currently serving as Associate Professor in the Department of Business Administration at SRM Business School, Lucknow, Dr. Shukla is also a prolific writer, having authored over 12 text books on diverse management topics, including Project Management & Entrepreneurship, Social Media & Web Analytics, and  Digital  Marketing.

A dedicated academician, he has taught courses ranging from Marketing and Sales to Rural Marketing, Operations Management, and Digital Marketing & Marketing Analytics. He actively contributes to the scholarly community as a member of editorial boards and review  panels  for  multiple  international  journals.

Deeply invested in sustainable development, Dr. Shukla holds life memberships in organizations like the Federation of Education in India and Green ThinkerZ, advocating the United Nations Sustainable Development Goals. His work is driven by a passion to bridge the  oretical  knowledge  with  practical  insights  in  management  education.­­