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How the digital world is shaping the modern consumer

Steven Van Belleghem (BHAG bvba, Knesselare, Belgium.)

Strategic Direction

ISSN: 0258-0543

Article publication date: 9 May 2016

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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

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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