The contemporary world is characterized by the massive use of digital communication platforms and services that allow people to stay in touch with each other and their organizations. This digital transformation has changed marketing in an unpredictable way. However, despite a great deal of investigation in this regard, digital transformation and its impact on consumer behaviour still require exploration. This book sheds light on the challenges and solutions for companies when dealing with the online consumer on social media and in the era of Web 4.0. It investigates the digital transformation.

• Table of Contents
• AI and robotization in the tourism sector during the COVID-19 pandemic
• Perceived benefits and risks of P2P platforms using blockchain technology
• Does online delivery suit fine-dining restaurants?
• Instagram, the new “Eldorado”?
• Social media, a communication vector for political candidates?
• How to get the best from your social media users through empowerment?
• The study of the effect of an augmented reality experience on online shopping
• The re-humanization of services in the digital age
• How to explain the intention to use Chatbots Messenger with UTAUT and ALMER theories?
• Enhancing co-creation