Overview

Consumer behavior in global markets has been reshaped by the expansion of digital technologies, transforming how individuals discover, evaluate, and purchase products and services. The rise of e-commerce platforms, social media, and data-driven marketing has created an interconnected marketplace where consumers are influenced by online content, reviews, and personalized advertising. Cultural, economic, and technological differences across regions shape these behaviors, making it essential for businesses to understand global and local trends. As digital influence grows, companies must adapt their strategies to engage consumers, build trust, and remain competitive in a complex economic environment. Consumer Behavior and Digital Influence in Global Markets explores how digital platforms, technologies, and online interactions shape the way consumers make purchasing decisions across global markets. It examines the influence of factors like social media, cultural differences, data analytics, and digital marketing strategies on consumer preferences and behaviors. This book covers topics such as precision marketing, global business, and cognitive science, and is a useful resource for business owners, marketing professionals, academicians, researchers, and scientists.

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9798260013441

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Ricardo Marcão, PhD, MBA, PMP, works at the intersection of project management, finance, strategy, grand strategy, and healthcare innovation. He has hands-on experience across Pharma, MedTech and medical devices, IT, and professional services. At Feedzai, he serves as a Senior Project Manager, leading international programs that use AI to fight financial fraud and support business expansion. Ricardo’s work connects corporate strategy with international policy, showing how geopolitics, economic strategy, and competitive intelligence shape decisions in business and government. Born in Évora and based in the Lisbon area, he earned a degree in Computer Engineering from Instituto Superior Técnico, an MBA in the US at Broward College, and advanced studies in management and finance. He is currently pursuing postgraduate studies in Grand Strategy and International Relations at Harvard University. Across roles, he has led practical transformations: deploying gamification frameworks to improve engagement and sales, modernizing consulting practices in Pharma and MedTech, and building a risk-control model that lifted project margins by about 20 percent. From 2022 to 2023, he steered global CRM initiatives for leading pharmaceutical companies, aligning efficiency across different markets. Ricardo is the author of Business Plans with Artificial Intelligence (Generis Publishing, 2025) and Planos de Negócios com Inteligência Artificial (Editora d’Ideias, 2025), two hands-on guides that integrate AI into opportunity assessment, market sizing, forecasting, and execution governance. He also edits several IGI Global volumes: Design, Development, and Deployment of Cutting-Edge Medical Devices, Evolving Strategies for Organizational Management and Performance Evaluation, and Enhancing Engagement with Gamification: Education, Business, and Healthcare Perspectives. As an academic, editor, and international speaker, Ricardo has published on strategy, innovation, and performance. He is an Assistant Professor at ISLA Santarém - Polytechnic University, where he coordinates MBA, postgraduate, master’s, and higher technical programs, mentoring students at the crossroads of business, technology, and governance. He serves as Chairman of SCIP Portugal and is active with APMP NYC, PMI Portugal in Porto, and PMI South Florida, contributing to communities focused on competitive intelligence, project delivery, and policy-aware strategy.

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