Humanizing Digital Experience explores how technology-driven business environments can be designed around human cognition, behavior, and values to enhance customer engagement and marketing performance. Grounded in a customer-centric philosophy, the book examines how organizations can motivate consumers and co-create value through human–computer interaction, interpersonal experience, cognitive reasoning, and interactive communication.
Bringing together insights from digital experience design, cognitive ergonomics, and consumer psychology, the author addresses the growing need for human-centered digital design in modern marketing systems. It analyzes how technologies—including artificial intelligence—shape consumer behavior across virtual and cyber-physical environments.
This book presents contemporary perspectives on collective engagement in virtual business settings and demonstrates how firms can improve digital and platform-based marketing performance. Structured into two thematic parts and five chapters, each chapter includes real-world case studies, introductory overviews, and concluding summaries to support learning and practical application.
Designed for academics, researchers, and marketing practitioners, Humanizing Digital Experience offers a rigorous yet accessible framework for understanding the convergence of technology, psychology, and marketing in today's digital economy.
Table of Contents:
Testimonials (p. xi)
Preface (p. xiii)
Acknowledgments (p. xxxv)
Part I Technology–Human Cognition (p. 1)
Chapter 1 The Digital Revolution (p. 3)
Chapter 2 The Human Factor (p. 41)
Part II Marketing, Technology, and Human Behavior (p. 81)
Chapter 3 Platform Marketing (p. 83)
Chapter 4 Neurobehavioral Engagement (p. 127)
Chapter 5 Consumer Networking (p. 163)
About the Author (p. 195)
Index (p. 197)
About the Author :
Dr. Rajagopal is Distinguished Professor of Marketing at EGADE Business School, Tecnologico de Monterrey, Mexico, and Visiting Professor at Boston University. He has authored numerous books and peer-reviewed journal articles. In 2023, he received the Pravasi Bharatiya Samman Award from the President of India for outstanding contributions to education in India and abroad.
Review :
"Technology is most effective when it facilitates building emotional connections between people to turn digital experiences vital. This book bridges the human-centricity of technology and artificial intelligence through conceptual, applied, and policy perspectives. An enriching read for all…" - Tanya Zlateva, PhD, Dean, Metropolitan College, Boston University
"Rajagopal argues in this book that artificial intelligence, innovation, and technology should evolve as an outgrowth of human-first approach and offer desired customer experience. This book discusses humanizing digital experiences connecting technical functionality to the emotional and practical needs of people. It is a timely contribution to add a humanistic philosophy in the evolution of future technology…A book that one must read…" - Angappa Gunasekaran, PhD, Former Director and Professor, School of Business Administration, Penn State Harrisburg, PA
