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The main purpose of this chapter is to examine the attitudes and behaviors of digital consumers in omnichannel world. For this purpose, in order to understand the behavior of digital consumers, literature review has been made. The transformation of traditional consumers into digital consumers has been examined within the framework of marketing periods. What are the new types of consumers and demographic and psychographic characteristics of these, and how they are segmented in the market are important issues. Another important issue is how digital environmental factors affect digital consumers when shopping online. Purchasing processes of digital consumers and their behaviors, which channels they use and how they make purchasing decisions play an important role in understanding digital consumer behaviors. After the purchasing decision, it is examined whether digital consumers will transfer their experiences to other consumers, satisfaction and loyalty experiences, and whether they will buy again in digital environmental.

This chapter critically evaluates the literature on digital consumer data and the ways in which it can be used in digital social research. The chapter illuminates how researchers have to conceptualise and negotiate digital data, focusing upon ethical and procedural challenges of employing digital methods.

The chapter draws upon and integrates a broad research literature from sociology, digital media studies, business and marketing, as these have opened up new directions for research design and method. It advocates interdisciplinary approaches to conceptualising what digital data is employing the concept of ‘marketing narratives’ to understand how the new visibilities of consumer data are shaped by related processes of branding and the interactivity of content.

The chapter shows how the capacities of digital technologies present significant challenges for researchers and organisations that have to be carefully negotiated if the potentials of digital consumer data are to be harnessed. In addition, researchers should pay attention to novel issues of ethical responsibility in the context of the longer-term presence of data records.

The chapter offers a set of guidelines for digital social researchers in negotiating the meanings of visible digital consumer data, the ethical and proprietary issues involved in utilising digital methods.

Sketches the key characteristics of the newly information enfranchised general public (the digital information consumers). Portrays the digital consumer as all‐conquering/powerful, short on attention, promiscuous, untrusting and – above all – interested in speed of delivery. Argues for a fundamental re‐think of the concept of the information “user”. The Web, search engines etc. are creating a level‐playing field and a homogeneity which results in academics behaving more like the general consumer and the general consumer behaving more like an academic. Considers the overall outcomes and benefits of information acquisition.

The authors expect that media and entertainment (M&E) providers will increasingly be challenged to offer consumers entertainment experiences that are more relevant, and therefore perceived as more valuable. This paper aims to investigate this issue.

The paper looks at the authors' 2011 survey, which revealed four prominent types of “digital personalities” that are not age‐based, but instead are based on the combination of degree of access to content and intensity of content interaction.”

The paper finds that to move beyond merely distributing digital content, M&E providers should: think and act like business‐to‐consumer (B2C) companies, no matter where they sit in the industry value chain; target consumers' specific digital personalities; deliver holistic, relevant content experiences – not just content alone; and create new flexibly integrated, cross‐channel digital revenue models that can deliver value comparable to traditional models.

The fourth annual IBM Institute for Business Value digital consumer survey questioned over 3,800 consumers in six countries – China, France, Germany, Japan, the UK and the USA – to evaluate current and future digital content consumption behaviors.

Making digital content more social includes finding smarter ways to connect to customers, connect the ecosystem and refine content.

The paper provides useful information on making digital content more social and smarter ways to connect to customers, the ecosystem and to refine content.

Previous research on advertising in digital contexts has emphasized its persuasive and information processing roles for the customer. This paper aims to problematize this point of view and argues that the converged and interactive nature of digital media makes all advertising content into potential points of engagement in a digital media journey.

The paper is conceptual in nature and applies service logic (SL) and customer engagement to reconceptualize digital advertising and selling.

The authors present digital advertisements and digital media content as elements that contribute to a digital media journey, which ideally leads to a purchase. Advertising content is regarded as a resource used by consumers in their underlying value-creating processes. Thus, the digital advertising process is conceptualized as a customer-driven process of engaging with digital media content, where a purchase is incorporated in (and naturally follows from) the theme of engagement.

The paper introduces the concept of contextually embedded selling, which refers to a process where digital advertising content is thematically congruent with the surrounding editorial content, so that both contribute to the same consumer journey. Otherwise, consumers experience a contextual jump – a disconnect in theme, place or time during the consumer’s process of engagement with the digital content.

The paper contributes to advertising theory on advertising, engagement and the emerging research on consumer journey design by presenting an approach based on SL, namely, contextually embedded digital selling.

This study aims to systematize and critically analyse existing indices and frameworks on digital capabilities with the focus on consumers’ digital capabilities, identify opportunities for their further development and suggest agenda for future research.

A sample of 18 frameworks and indices of consumers’ digital capabilities were compared based on their purposes, stakeholders, scope and application areas.

The study concludes with propositions that generalise current views on conceptualisation, measurement and management of consumers’ digital capabilities. Each proposition is further investigated in terms of possible implications for research and practice.

The study indicates opportunities for businesses not only to consider consumers as recipients and adopters of digital technologies but also to aim to understand how to proactively involve consumers in value co-creation, help them be better educated and have a comprehensive understanding of potential outcomes of their participation in the digital economy.

Highlighting individual consumer perspective in existing indices and frameworks will help consider the interests of society and provide win-win opportunities for everyone involved in the digital marketplace through bottom-up engagement in addition to top-down regulation and monitoring.

This study contributes to the extant literature threefold: firstly, existing digital capability frameworks and indices are systematized and critically investigated using criteria of stakeholders, purpose and aims; secondly, consumers are identified as principal stakeholder group whose interests are insufficiently presented in existing indices; thirdly, an integrative approach is suggested for a crucial comparison of existing indices, frameworks and their methodology with the focus on consumers’ interests.

Despite consumers' widespread use of social media platforms, there is scant research on the underlying factors that influence their willingness to share digital footprints on social media. The purpose of this study is to address this research gap by examining consumers' cognitive and affective attitudes simultaneously.

This research used quantitative method by using online survey administered to a sample of 733 social media users.

The findings indicate both cognitive and affective attitudes jointly influence consumers' behavioural intentions with trust as a key construct mediating the relationship between attitudinal antecedents and consumers' willingness to share digital footprints on social media.

This study contributes to the information systems (IS) literature by offering a comprehensive framework constituting the joint attitudinal components as antecedents to consumers' behavioural intention for sharing digital footprints while trust works as a mediator.

This paper has important managerial implications. It helps marketers and IS managers in profiling consumers, understanding consumption patterns, sharing of digital footprints, which are useful for effective market segmentation, product development and future design of social media platforms. It informs social media providers of the importance of not only focussing on functional aspects but also underscores the essence of paying attention to consumers' affect towards social media platforms, especially trust.

The paper presents an original framework that explains the influence of joint attitudinal components on behavioural intention, with trust as a mediator.

The purpose of this paper is to make suggestions of how to improve the legal standing of consumers of digital content products.

The analysis in this paper is based on desk research and comparative legal research, among others in the context of research performed in the context of a grant from the Netherlands Organization for Scientific Research (NWO) and, in parts, on a study performed for the European Commission by Loos et al.

This paper demonstrates that the legal and technical complexities of digital content products and the resulting lack of a clear notion of which product characteristics are still reasonable and normal can result in uncertainty for consumers and businesses, or even a lower level of protection for digital content consumers, as compared to consumers of more conventional products. In order to improve the protection of digital content consumers, defaults for the main functionalities and characteristics of digital content products may be needed. The article describes possible routes to create such defaults and concludes with suggestions for the way forward.

The article suggests a new approach to improving the legal standing of digital consumers, one that takes into account the situation of digital consumers as well as the need for flexibility and room for innovation for digital content businesses. It is based on extensive legal and comparative research into the present legal framework and develops a new approach of conceptualizing the legal obstacles that digital consumers can be confronted with.

This paper aims to develop a framework for understanding consumers’ response to digital advertising using the affect transfer hypotheses and incorporating search behaviors. The paper also offers future research suggestions.

A quantitative approach is used in this paper by conducting survey research on a research panel. Structural equation model with multi-group comparisons is conducted. The research is conducted using a general US population sample.

Findings demonstrate that the affect transfer hypothesis is sufficient to enhance extant understanding of consumers’ response to digital advertising, but the incorporation of search intentions into the model improves the explanatory power.

To date, little research in digital marketing has studied search intentions and less has done so in the context of digital video advertising. Interestingly, theory from a more traditional domain can lends support for the authors hypotheses.

This study aims to examine digital consumer culture and behavior in the community, namely, 180° Movement Digital Training Center (DTC), in Jakarta, Indonesia. It aims to describe the dynamics of digital consumer culture in contemporary society, particularly as experienced by the youth community in Jakarta in the context of socio-technology relations and incorporates it into the diagram of digital consumer culture network.

This research uses a constructivist qualitative approach and socio-technical relation analysis through actor-network theory and digital consumer culture.

The study finds that the individual model of digital consumption is constructed through the process of problematization, interessement, enrollment and mobilization of individuals. It generates a culture in which consumers are constantly up to date with high-intensity information, but within increasingly shorter timeframes, while also considering principles of affordability, needs, desires and satisfaction. The network of digital consumer culture construction among informants is peculiar and unstable.

The study of digital consumer culture within the 180° Movement DTC community highlights how consumer behaviors of its members are facilitated and interconnected within a digital cultural network. However, this research is constrained by the dialectical interplay between Christian principles and the emerging values of consumer culture, a result of the scarcity of theoretical resources and information. This study also provides a specific contribution as a foundation for mapping the volatile digital consumer culture for researchers.

Understanding the socio-technological relationships and consumption behavior of the youth community could help digital platforms tailor their services more effectively. It could also guide the 180° Movement DTC in developing programs that resonate with the youth, bridging the gap between the physical and virtual realms. Ultimately, this could lead to a more engaged and digitally literate society.

This study contributes to a broader societal understanding of how digital technology is shaping consumer behavior and identity within youth communities, which can influence social dynamics and interactions. It provides insights into the potential social impacts of digital technology, such as changes in relationships, communication patterns and self-perception, informing societal discourse on digital culture.

In addition to presenting socio-technological analysis on Indonesian consumer culture using actor-network theory, some also show that studies on digital connectivity ambivalence that concern the relationship between humans as actors and non-humans as actors have become one of the popular sociology studies at present.