Special Issue

    Consumer behavior is driven by changes. The recent Covid-19 pandemic has shifted organizations and individuals in all aspects of life and work. It also posed a series of disruptions in both demand and supply sides, which in turn requires firms’ adaptation to the uncertain environment. Furthermore, the epidemic urges for digital transformation faster than in prior decades since Industry 4.0 has fundamentally not only altered consumer information search and decision-making but also increased the hurdles for organizations attempting to catch customers' attention. Hence, this special issue is a collection of papers on digital consumer purchasing behavior, which is situated within the context of Industry 4.0 to explore a variety of new frontiers and e-commercial issues. Methodological issues, theoretical viewpoints, and practical applications are all welcomed.

The Special Issue invites outstanding research papers on a range of topics related to:

• Consumer trends in emerging markets

• Methodological issues in consumer research

• Consumers' brand admiration through social media influencers

• Consumers' decision making and role of social media influencers

• Consumers' transformation and technology

• AI and consumer behavior

• Big data analysis on consumer behavior

• Brand communities and young consumers

• Customer-centric tech-based

• Social commerce 

• E-commerce

• Sustainable consumer behavior

• Consumption experiences in varied contexts

• Future challenges for consumer behavior towards innovations

• Other topics related