How the digital world is shaping the modern consumer
Steven Van Belleghem
(BHAG bvba, Knesselare, Belgium.)
1491
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