Cutting-Edge Research in Commerce and Management: A Technology Perspective – Neuromarketing, Consumer Behaviour & Digital Marketing Strategies Perspective

About the Book

In the age of digital acceleration, understanding the consumer has become both an art and a science. As traditional marketing models evolve under the influence of artificial intelligence, behavioral analytics, and immersive digital platforms, the field of commerce and management finds itself at the intersection of neuroscience, ethics, and technological innovation.

This edited volume, Cutting-Edge Research in Commerce and Management: A Technology Perspective – Neuromarketing, Consumer Behaviour & Digital Marketing Strategies Perspective, brings together a diverse and thought-provoking collection of research that explores the subconscious drivers of consumer decisions, the ethical dimensions of digital engagement, and the strategic deployment of AI in marketing ecosystems.

The contributions span a wide array of themes—from the emotional resonance of neuromarketing and sensory branding to the rise of digital fashion twins and the paradoxes of fast fashion among Generation Z. Scholars investigate the influence of influencers, the role of producers in shaping consumption behavior, and the evolving landscape of social commerce and brand engagement. The volume also addresses pressing concerns such as cyber scams facilitated by social media ads and the transparency challenges in digital marketing, with blockchain emerging as a potential solution.

What distinguishes this volume is its interdisciplinary lens, blending insights from psychology, technology, ethics, and strategic management to decode the modern consumer mind. Whether examining AI-driven personalization, the ethical implications of avatar-based marketing, or the neural underpinnings of purchase intent, each paper contributes to a deeper understanding of how digital transformation is reshaping consumer behavior and marketing strategy.

We extend our sincere appreciation to the contributors whose rigorous scholarship and innovative perspectives have enriched this compilation. Their work reflects the intellectual vitality and relevance of contemporary research in commerce and management.

This book is intended to serve as a resource for academics, practitioners, and students alike—inviting them to engage with the evolving dynamics of consumer engagement, and to envision marketing strategies that are not only effective but also empathetic, ethical, and future-ready.