Navigating the Digital Landscape Understanding Customer Behaviour in the Online World

Rapid digitalization and social media use has led to the evolution of customer behaviour and for any business it has become imperative to understand customer behaviour in the digital world ? the chapter authors in Navigating the Digital Landscape explore a wide range of topics to help the reader harness the positive aspects of digital commerce and mitigate risks. The chapters look at artificial Intelligence and augmented reality, 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. Influence of Fashion Bloggers on Setting Trends and Purchase Decision of Young Indian Metropolitan Women; Sabina Sethi, Bharti Panwar, and Nidhi Goyal Chapter 2. What does rise of avatars mean for consumers? A Systematic Literature Review and Future Research Opportunities; Atul Dahiya Diptiman Banerji Chapter 3. Does effective handling of negative e-word of mouth on social media influence customers’ behavioral intentions in the context of Online Travel Agencies; Durgesh Agnihotri, Pallavi Chaturvedi, and Vikas Tripathi Chapter 4. Antecedents of Healthy Lifestyle of Young Consumers: A Cross-Sectional Study of Sri Lanka; P.G. S. A. Jayarathne, Dewasiri N.J., and Karunarathne, K.S.S.N. Chapter 5. Artificial Intelligence and Augmented Reality a Business Fortune to Sustainability in the Digital Age; Henry Jonathan, Hesham Magd, and Shad Ahmad Khan Chapter 6. A Qualitative Inquiry into Preference of Bahraini Fashion Designers Towards Fashion Shows Versus Digital Fashion Shows, And Factors Influencing Their Choice; Nidhi Goyal Chapter 7. Students Perspective towards Online Teaching in Higher Education during COVID-19: A Cross-Sectional Analysis; Pooja Kansra Chapter 8. Extending the Technology Acceptance Model as predictor to explore student’s intention to use an online Edtech Platforms in India; Jitendra Singh Rathore and Neha Goyal Chapter 9. Metamorphosis of Retail Purchase through Customer Segmentation in Pandemic Times; Upasana Diwan, D.D. Chaturvedi, and S L Gupta Chapter 10. Impact of the pandemic on consumer behavior- A review; Ulfat Andrabi, Aaliya Ashraf, and Priyanka Chibber Chapter 11. Consumers in the Pandemic: Contented or Discontented; Kriti Arya and Richa Chauhan Chapter 12. Covid-19 Impact on Consumer Preferences towards Convenience Store Vs Hypermarkets; Ajay Singh and Rahul Gupta

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.