Online Consumer Behavior: Multidisciplinary Approaches
A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".
Deadline for manuscript submissions: closed (31 August 2023) | Viewed by 8362
Special Issue Editors
Interests: international marketing; sustainability; consumer behavior; tourism; sellers; digital marketing; sales management
Interests: electronic commerce; international marketing; supply chain management; sales management; corporate social responsibility; pro-environmental behavior; competitive market structure analysis; family business; entrepreneurship
Interests: social media marketing; customer behavior; employee performance; new technologies adoption and use
Special Issues, Collections and Topics in MDPI journals
Special Issue Information
Dear Colleagues,
This Special Issue welcomes the submission of research on digital marketing and consumer behavior that can facilitate the decision-making procedures of companies and administrations, and have a positive impact on both environment and community.
Nowadays, the scope of digital marketing is so broad that it encompasses almost all marketing decisions. It is practically impossible to find any marketing task that is not supported by digital technology. For this reason, the concepts of marketing and digital marketing are becoming increasingly identifiable. This makes knowledge of online consumer behavior especially necessary, and the analysis of all its dimensions is essential for making marketing decisions.
Digital marketing is a multidisciplinary area by definition, with the necessary combination of marketing and technology implicit in the very concept. For this reason, multidisciplinary approaches are of interest in this Special Issue. We have chosen to focus on multidisciplinary analyses of digital consumer behavior, prioritizing those carried out by teams made up of members from different—and distant—areas of knowledge. Such collaborations frequently provide increased objectivity (with reduction in researcher's bias) and lead to more innovative results. The approaches, in addition to the marketing and technology disciplines, can incorporate other perspectives, such as neurology, sociology, ecology, ethics, psychology, and linguistics.
Multidisciplinary approaches are common in the fields of artificial intelligence, augmented reality, metaverse, and neuromarketing; they are frequently used to develop innovative methodologies in the digital marketing area, including for technologies and applications in computer literacy, content analysis, eye tracking, face recognition, image classification, natural learning processing, PETs, CTs, and brain scanners, among others.
These approaches enrich research results and—to the extent that they incorporate the perspectives of different stakeholders—improve their applicability. Thus, the transfer of information to decision makers can be more fluid. The transfer potential of the results is another common denominator of the papers included in this issue, which emphasizes the applicability of the results. The suggested applications have clear positive effects on the environment and communities.
Prof. Dr. Marisa Del Río
Prof. Dr. Emilio Ruzo-Sanmartín
Prof. Dr. Concepción Varela-Neira
Guest Editors
Manuscript Submission Information
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Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.
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Keywords
- communities
- consumer behavior
- digital marketing
- multidisciplinary
- sustainability
