Marketing in the Digital Age: Insights Into Consumer Decisions, Social Influence, and Responsible Marketing
暫譯: 數位時代的行銷：消費者決策、社會影響與負責任行銷的洞察

本書探討了當代消費者在數位世界中的思考、決策和行動方式。透過來自不同行銷領域學者的貢獻，本書深入研究了線上決策、社交參與、影響者動態以及隱私和倫理責任日益重要的議題。它將傳統的消費者行為理論與數位化所塑造的新興實踐相連結。各章節延續了這一傳統，為希望了解消費者行為在動態數位市場中如何演變的學術界、實務界和政策制定者提供了理論和實證的見解。本編輯書籍源自於2025年國際行銷傳播會議（ICMC），該會議由印度艾哈邁達巴德的穆德拉傳播學院主辦。

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.

Varsha Jain，法國ESSCA的行銷教授，是《消費者行為期刊》的副編輯，並擔任三本'A'級期刊的副編輯。她獲得過多項獎項，主持過全球會議，並發表了超過145篇論文，包括在頂尖的A*和A級期刊上。

Githa Heggde，MICA的院長，擁有Bharathiar University的管理學博士學位。她擁有超過30年的學術、顧問和產業經驗，曾領導頂尖商學院，指導機構轉型，參與政府倡議，為企業提供顧問服務，並在行銷和供應鏈管理領域發表研究和書籍。

Russel Belk的研究探討擁有物品、收藏、贈禮、分享和物質主義的意義。他的工作通常具有文化性、視覺性、質性和詮釋性。通過檢視擁有物品在獲得後所承載的意義，以及文化如何看待消費，他認為我們能更深入地了解人們如何通過他們所渴望、擁有和使用的事物來定義自己。

George Spais是希臘開放大學的兼任教員。他的專長包括促銷管理、數位行銷和行銷教育。他的研究廣泛發表於行銷學術期刊，並在行銷顧問領域有廣泛的工作經驗，同時擔任多本主要行銷期刊的編輯。