Research Summary

Digital Marketing

by Sunil Gupta

Description

Companies like Google and Facebook have transformed the interaction between people and firms across almost all industries. Rapid changes in technology and consumer behavior have had profound impact on business practices causing the emergence of radically new businesses and the struggle of incumbents. More than just enabling incremental improvements, digital technology has drastically altered the global economic, political and social landscape. My research examines how digital technology is changing consumer behavior, transforming businesses and influencing society.