Desde la búsqueda de información hasta la evaluación post-compra.
It masterfully integrates the impact of social media , big data, and e-commerce on the modern consumer journey. Desde la búsqueda de información hasta la evaluación
The book explores the concept of the "Global Consumer," analyzing how technology dissolves geographical boundaries while simultaneously reinforcing distinct cultural niches. The 10th edition provides timely case studies on how platforms like Facebook, Twitter (now X), and emerging mobile technologies influence purchasing habits. It moves beyond the mere presence of technology to analyze the psychological impact of connectivity, such as the fear of missing out (FOMO) and the curated reality of online avatars, providing a nuanced view of how digital environments shape physical desires. Twitter (now X)