Ever wondered how the internet knows exactly what you want-sometimes before you do? Digital Consumer Behavior Essentials reveals the digital psychology and marketing science behind it.
In today's hyperconnected world, you aren't just browsing-you're being shaped. Every search, swipe, and click fuels data-driven systems that predict who you are, what you desire, and what you'll buy next.
Digital Consumer Behavior Essentials pulls back the curtain on the algorithms, behavioral science, and digital marketing strategies that quietly influence your choices. When you understand how digital consumer psychology works, you gain a powerful advantage in a marketplace built on persuasion.
Inside, you will uncover:
- How your customer journey is engineered online, from awareness to post-purchase behavior.
- How your cognitive biases intensify in digital environments - including social proof, scarcity, and choice overload.
- How AI, personalization, and marketing analytics influence what you see, trust, and choose.
- How e-commerce platforms, social commerce, and digital communities shape your loyalty.
- What keeps your attention hooked on social media - algorithms, influencers, and engagement loops that drive online behavior.
- The future of digital marketing and consumer behavior-AR shopping, conversational AI, subscription models, and seamless payment systems.
With real case studies and actionable insights, this book gives you the clarity to understand and ethically influence digital consumer behavior in your work.
Part of the Self-Learning Management Series, Digital Consumer Behavior Essentials is designed for self-paced learning and serves as a practical reference for professionals and marketers. Whether you're developing marketing strategies, optimizing digital products, or teaching courses on consumer behavior, you'll gain a clear framework to understand, analyze, and ethically influence online consumer decisions.
About the Author :
Filippo Marchesani is a scholar and practitioner in smart cities, innovation, and digital consumer behavior. He is a researcher at the University of Chieti-Pescara and an adjunct professor at South Champagne Business School. Holding a PhD in Management, he has published widely and authored The Global Smart City. He has taught internationally and supports innovation ecosystems through mentoring and competitions. Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.
Review :
This timely book advances the current knowledge on consumer behavior in the digital age by providing readers with a fresh perspective and practical guide to navigate digital ecosystems.
-- Stefania Denise Escobar,
Academic Lecturer,
Abu Dhabi Hospitality Academy Les Roches
This book offers a comprehensive introduction to the fundamentals for understanding consumer behavior, a key managerial competence in the artificial intelligence era, by integrating solid theoretical foundations with practical applications.
-- Emanuele Gabriel Margherita,
Tenure-Track Assistant Professor,
Link Campus University, Rome
This book offers a clear and engaging perspective on digital consumer behavior, making it highly accessible and enjoyable to read. It provides practical tools such as case studies and applied exercises that add value beyond theory. Its well-structured content and broad coverage make it relevant across academic contexts (e.g., students and professors) as well as the business world (e.g., professionals, small and large companies), positioning it as a versatile and insightful resource.
-- Giuseppe Ceci,
Academic Researcher in Management,
MIT Senseable City Lab (Brazil)
This book delivers a timely analysis of how data-driven technologies and digital platforms influence consumer behavior and decision-making. It combines insights from multiple disciplines to examine the strategic and ethical tensions between personalization, persuasion, and consumer agency. The inclusion of real-world cases and end-of-chapter exercises enhances its practical relevance, making it a valuable resource for both managers and students.
-- Ginevra Testa,
Professor,
University of Genoa
This book provides a timely perspective on digital consumer behaviour, offering readers a practical and insightful guide to understanding consumer decision-making in digital markets. Its focus on behavioural insights and managerial relevance makes it a valuable resource across academic and professional contexts.
-- Ludovica Antenozio,
Marketing Specialist and Academic Researcher in Business Strategy and Digital Orientation, Spain
This book presents a clear and engaging exploration of digital customer behavior, seamlessly blending academic rigor with real-world business relevance.
-- Enrico Ferrara,
Digital Area Manager,
Würth Italia
This book delivers a clear and focused analysis of how digital systems shape visibility, choice, and purchasing behavior. By linking algorithms, interface design, and data usage to real user outcomes, it moves beyond a purely technical view and highlights the practical impact of platform decisions. This integrated perspective makes the book highly relevant for anyone working on complex, user-centered digital projects.
-- Letizia Faieta, IT Project Manager, Dromedian
One of the key strengths of Digital Consumer Behavior Essentials is the balance between theory and practice. The book provides practical tools to understand and manage personalization, recommendation systems, and data governance, helping turn technical choices into informed design decisions that directly impact user experience and behavior.
-- Simone Vona,
Project Manager,
Würth Italy
An informative overview into consumerism and how it shapes the world today. An insightful book.
-- Megan Johnson,
Librarian, Burnley Central Library
