Digital Influence on Consumer Habits Marketing Challenges and Opportunities

Customers are now highly influenced by digital marketing and ease of purchase, level of service, technological security, and returns processes. Electronic word of mouth (eWOM) has become the biggest persuader of consumer retention and attracting new customers, with websites frequently judged by their simplicity. For any business it has become imperative to understand the various factors which influence the customers to purchase through digital modes, and the authors undertake a thorough analysis of these factors in Digital Influence on Consumer Habits. The chapters look at Artificial Intelligence, 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.

Chapter 1. Disruptive Artificial Intelligence: Augmenting Consumer Experience Through Chatbot Banking; Forbes Makudza, Divaries C Jaravaza, Godfrey Makandwa, and Paul Mukucha Chapter 2. Perceived Service Quality and Customer Loyalty: A Study of Online Food Delivery Applications in Platform to Customer(P2C) Service Delivery in Sri Lanka; Karawita Dasanayakage Dilmi Umayanchana Dasanayaka, Mananage Shanika Hansini Rathnasiri, Dulakith Jasinghe, Narayanage Jayantha Dewasiri, Wijerathna W.A.I.D., and Nripendra Singh Chapter 3. The Impact of Artificial Intelligence on Customer Satisfaction Levels in the Mobile Telephony Industry in Zimbabwe; Ngonidzashe Katsamba, Agripah Kandiero, and Sabelo Chizwina Chapter 4. Impact of COVID-19 on the Hospitality Industry: Thematic Analysis of Global Tweets; Tanveer Kajla, Sahil Raj, and Amit Kumar Bhardwaj Chapter 5. A Bibliometric Analysis on Research Trends in Neuromarketing: Current Status and Future Directions; Sumit Oberoi, Pooja Kansra, and Vedica Awasthi Chapter 6. Understanding Acceptance and Continuous Intention of Mobile Wallet by LGBT community using SOR Model; Preeti Mehra and Aayushi Singh Chapter 7. Factors for sharing economy platforms in the Indian context; Riktesh Srivastava, Jitendra Singh Rathore, Samiksha Vyas, and Rajita Srivastava Chapter 8. Digital Marketing (DM): How are Small Business Enterprises (SBEs) of Bhutan and Sikkim (India) are responding to it?; Shad Ahmad Khan, Hesham Magd, Ujjal Bhuyan, Henry Jonathan, and Arshi Naim Chapter 9. Impact of AI on Knowledge-Based Marketing: A study of B2B Markets; Kaneez Masoom, Anchal Rastogi, and Shad Ahmad Khan Chapter 10. Electronic Word Of Mouth (eWOM) and Consumer Purchasing Behaviour: A Study in Karachi’s Digital Era; Zahid Hussain Chapter 11. Promoting Healthy Lifestyle by Influencing Consumers Online Food Choices: Use of Digital Nudging; Vivek Mishra

Professional and scholarly

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.