This book presents contemporary discussions on how consumers think, decide, and act in the digital world. Through contributions from scholars across diverse marketing domains, the book explores online decision-making, social engagement, influencer dynamics, and the growing importance of privacy and ethical responsibility. It connects classical consumer behavior theories with emerging practices shaped by digitalization. The chapters extend that tradition by offering theoretical and empirical insights for academics, practitioners, and policymakers who wish to understand how consumer behavior evolves within dynamic digital marketplaces. This edited volume originated from the International Conference Marketing Communication 2025 (ICMC), organised Mudra Institute of Communications, Ahmedabad, India.
Chapter 1: Consumer Involvement in the Digital Era Classical Insights
and AI Applications in India.
Chapter 2: Consumer Responses to Influencer
Marketing Does Mindfulness lead to Mindful Consumption.
Chapter 3: Travel
2.0 The Role Of Cognition And Affect In Consumer To Consumer C2C Travel
Influence.
Chapter 4: The Hungry Calls The Influence of Push Notification on
Impulse Buying From Food Delivery Apps.
Chapter 5: LetS Talk Money The Role
of Fin Influencers Inshaping GenzS Investment Willingness.
Chapter 6: Fall
out to Building Reputation Leveraging Social Media Influencers in Managing
Brand Crisis.
Chapter 7: How Online Brand Communities Affect Consumer
Engagement.
Chapter 8: From crafting Moments to Marketing The
Conceptualization and Conceptual Framework of Moment Marketing.
Chapter 9:
Advertising of CSR Activities and its Impact on Brand Equity A Study of FMCG
Sector in India.
Chapter 10: Effects of Sustainable Marketing Practices on
Consumer Buying Behaviour in Quick Commerce.
Chapter 11: Consumer Data
Privacy on User-Created Content - Designing Consumer Personas to Privacy
Concern.
Chapter 12: Posts Privacy and Plight Investigating Ethical
Boundaries of Consumer Data Usage.
Chapter 13: The Impact of Marketing
Analytics on Business Performance Navigating Consumer Insights and Ethical
Considerations.
Chapter 14: The Impact of Heatmap Metrics on Consumer
Decision Making in Metaverse Fashion Spaces.
Chapter 15: Impact of Online
Food Aggregator OFA Loyalty Programs on Customer Loyalty An Empirical Study.
Varsha Jain, Professor of Marketing, ESSCA France, is Deputy Editor of the Journal of Consumer Behaviour and Associate Editor at three A journals. She has received awards, chaired global conferences, and published over 145 papers including leading A* and A journals.
Githa Heggde, Dean at MICA, holds a Ph.D. in Management from Bharathiar University. With over 30 years of academic, consulting, and industry experience, she has led top business schools, guided institutional turnarounds, contributed to government initiatives, consulted corporates, and published research and books in marketing and supply chain management. Russel Belk's research explores the meanings of possessions, collecting, gift-giving, sharing, and materialism. His work is often cultural, visual, qualitative, and interpretive. By examining how possessions hold meaning after acquisition and how cultures view consumption, he believes we gain deeper insights into how people define themselves through what they desire, own, and use. George Spais is an adjunct faculty member at the Hellenic Open University. His expertise includes promotion management, digital marketing, and marketing education. His research is widely published in scholarly journals of marketing, and he worked extensively as marketing consultant and serves as editor for several major marketing journals.
