As a result of the digital revolution, new topics and themes have entered consumer research, and, as the digital revolution enters a new phase, additional new concepts and research questions will emerge. To illustrate the variety of themes on digital technology that consumer researchers have studied, I am presenting a collection of five articles that represent this active new research area. Moreover, I will look into the future and propose a research agenda to address key consumer behavior issues occurring during the next phase of the digital transformation.
Schmitt, Bernd. "From Atoms to Bits and Back: A Research Curation on Digital Technology and Agenda for Future Research." Journal of Consumer Research 46, no. 4 (2019): 825-832.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.