Description
Digital age is an era where massive information is largely accessible through web technology providing marketers with new challenges and opportunities. Transformations in people taste, lifestyle, perception and behaviors in this new world prompted the need for further insights on how to market effectively using digital tools. Marketers need to realign certain marketing concepts such as purchase intention, customer satisfaction, behavioral intention, customer loyalty, perceived image and advertising strategy in order to properly market their products and services in the digital age. This book features the concepts and findings in lifestyle marketing in the digital era. It consists of ten chapters covering four main themes: lifestyle marketing in tourism, lifestyle and food marketing in digital age, fashion and trends in digital age and technology and green marketing in digital age. This edited book is expected to provide useful insights for marketers, researchers, academics and avid readers who are interested in lifestyle marketing in the digital age.
