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The landscape of marketing and consumer behavior is continuously evolving with the rapid advancement of technology, digital platforms, and changing consumer preferences. This book, Emerging Trends in Consumer Behavior and Digital Marketing, is a collection of research projects conducted by students, each offering unique insights into contemporary marketing strategies, consumer behavior patterns, and the role of digital media in shaping brand engagement.
The research studies compiled in this volume cover a broad range of topics, from brand loyalty in the smartphone industry, influencer marketing, mobile marketing initiatives, and social media branding, to consumer preferences in fast food and organic food industries. Each study contributes to a deeper understanding of modern marketing strategies, technological adaptation, and consumer psychology in today's dynamic business environment.
This book serves as an academic resource for students, researchers, marketing professionals, and business strategists, helping them explore the latest trends and methodologies in consumer behavior and marketing. The projects included here are a testament to the intellectual rigor and analytical capabilities of our students, reflecting their dedication to academic research and its practical implications.