Читать книгу Digital Marketing - Annmarie Hanlon - Страница 91

This chapter has explored:

 Digital consumers and the concepts of hedonism and utilitarian consumption.

 How the technology acceptance model can be applied to the introduction of new apps, devices and systems.

 How changing digital behaviour from consumer power to prosumers, second screening to liquid consumption, affects marketing.

 The key factors in constructing a customer journey have been addressed, with many examples of the different terminology.