How the digital world is shaping the modern consumer
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
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Findings
Only by allowing consumers to make a genuine human, emotional connection will a brand establish themselves as a favorite brand. A strategy that combines modern PR and modern HR is required to capture people’s imaginations.
Originality/value
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Keywords
Citation
Van Belleghem, S. (2016), "How the digital world is shaping the modern consumer", Strategic Direction, Vol. 32 No. 5, pp. 1-2. https://doi.org/10.1108/SD-02-2016-0026
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited