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Advisor(s)
Abstract(s)
In today’s rapidly evolving digital landscape, consumers embark on their journeys
with a multitude of information at their fingertips. The digital branding processes
and their implications for consumer behavior have become vital areas of study for
marketers, academics, and researchers alike. As the sources of information continue
to proliferate, the challenge of processing this vast array of content becomes
increasingly daunting.
Led by the surge of social networks and user-generated content, the market is
flooded with an overwhelming number of posts. Micro-segmentation has become
the norm, resulting in numerous variations of core products, presenting consumers
with an abundance of choices. In the midst of this information overload, brands play
a crucial role by serving as mental shortcuts, enabling consumers to navigate through
the complexities and make decisions that align with their preferences and values.
Description
Keywords
Pedagogical Context
Citation
Correia, Ricardo; Venciute, Dominyka; Sousa, Bruno Miguel (2023). The role of brands in an era of over-information. Advances in Marketing, Customer Relationship Management, and E-Services. ISSN 2327-5502. p. xii-xv
Publisher
IGI Global