Digital Consumer Management Understanding and Managing Consumer Engagement in the Digital Environment

Integrating consumer behaviour, digital marketing, digital platform management, web analytics, and marketing insights, Digital Consumer Management provides a holistic understanding?from a brand perspective?of the management of consumers and consumption in the digital ecosystem.

Chapters explore the key stakeholders in platform management, the multiple types of platforms used by brands, the various consumer-brand touchpoints, how the platforms are developed and with what goals in mind, managing consumer engagement and activities on these platforms, how the platforms are regulated, and the dark side of digital consumption. Theory is brought to life by practical examples and case studies from across sectors, and reflective questions and activities allow students to critically reflect on their learning.

Providing a comprehensive picture of digital consumption activities, digital consumer behaviour across platforms, and how brands can manage and engage with the digital consumer, this text works as core and recommended reading for students studying digital consumer behaviour, digital marketing, and marketing management. Accompanying online resources include PowerPoint slides and an instructor?s manual.

Chapter 1 – Introduction to digital consumer management

Chapter 2 - The digital consumer

Chapter 3 - Engagement platform

Chapter 4 - Brands on platforms

Chapter 5 – Dominant platform developers

Chapter 6 - Third-party platform developers

Chapter 7 – Data analytics on digital platforms

Chapter 8 - Regulating digital consumption

Chapter 9 - Dark side of digital consumption

Chapter 10 - Contemporary issues of digital consumption

Emmanuel Mogaji is an Associate Professor in Marketing at the Keele Business School, UK.