In the rapidly evolving digital era, businesses undergo profound transformations requiring strategic adaptation and optimization. Digital Business and Optimizing Operating Strategies delves into the intricate interplay between digital technology and business strategies, exploring various facets such as management, marketing, finance, human resources, and more within the digital market structure. This comprehensive book critically examines enterprises' skills, productivity, and adaptability in response to technological advancements and customer expectations. Covering a wide range of sub-topics, this book addresses the management of social media applications, the technological capabilities of human resources, digital sustainability, and the integration of artificial intelligence technology. By highlighting opportunities and challenges, the book serves as a valuable resource for researchers and practitioners across diverse disciplines, offering novel perspectives and cutting-edge practices in the digital business landscape. With digitalization becoming a necessity rather than a choice for many, this book emphasizes applications to the academic and business domains. For academics, it illuminates the digital future from multidimensional perspectives, fostering interdisciplinary collaborations and providing a global network of scholarly exchange. Breaking the cycle of conventional studies, particularly in digital marketing, marketing research, and consumer behavior, empowers researchers to explore new avenues of inquiry. Moreover, the book supports the development of an interdisciplinary skill set among academicians, propelling them to conduct empirical studies at the convergence of digital business and marketing research, thus paving the way for future multidisciplinary research endeavors. From a business standpoint, Digital Business and Optimizing Operating Strategies serves as a guiding resource, enabling organizations to navigate the ever-changing landscape of consumer behavior and digital platforms. It offers insights into new-generation marketing methods and sheds light on the underlying causes of consumer psychology. Furthermore, it provides businesses with practical tips to optimize their platforms, including e-commerce and social media, to engage their target audience effectively. This book is designed to resonate with a diverse audience, and will appeal to researchers, marketing managers, metaverse enthusiasts, website designers and developers, e-commerce practitioners, social media users, consumer behavior and marketing researchers, and brand experts. It is an essential resource for both undergraduate and graduate students while also serving as a valuable reference for professionals in the field.
Gökhan Akel is an Assistant Professor of Management Information Systems at the University of Antalya Belek, Turkey. He graduated with a Business Administration undergraduate at Pamukkale University, Faculty of Economics and Administrative Sciences. He graduated with a Marketing master's degree at Pamukkale University. He graduated with a Business Administration Ph.D. at Aydın Adnan Menderes University. He is currently working as an Erasmus Coordinator and Deputy Dean. Throughout his career, he carried out studies and activities, both in the private sector and academically. He is interested in Consumer Behavior and Marketing Research. Mustafa Atahan Yılmaz is an academic researcher in the Faculty of Economics and Administrative Sciences at Pamukkale University. Yılmaz completed his MSc. in Marketing at Gazi University and PhD. in Business Administration at Pamukkale University. His research aims at understanding consumer behaviors and he is interested in digital marketing, video games, and virtual environment studies.
