1) Organizer-Chairman: Monika Garai-Fodor PhD.habil
Obuda University Keleti Karoly Faculty of Business and Management, 1084 Budapest Tavaszmezö street 15-17 Budapest, Hungary
Email: [email protected]
Title: The Impact of Digitalisation on Consumer Behaviour and Management Planning Processes.

Aims: The special session emphasizes the multidisciplinary nature of consumer behaviour, focusing on case studies and research results that contribute to the understanding of consumer behaviour and the process of purchasing decisions. In line with the philosophy of the Conference the special session also strives to present primary data, current and relevant research results related to its topic in a multidisciplinary and practical way. This special session is designed to analyse the impact of these consumer trends, providing a practical overview of the changes and challenges in consumer and customer behaviour, to help professionals in education and practice.

Topics:
-Digitalization
-Consumer trends
-Generation marketing
-Consumer preference
-Green Marketing, CSR, Sustainability
-Online Marketing, Digital Marketing Communication
-B2C and B2B Marketing
-Digital Business Strategy
-Marketing innovation, Innovation Management