Overview

The adoption of digital payment systems reshapes the landscape of modern marketing. Technologies like mobile wallets, contactless payments, and online payment platforms generate real-time consumer data that transform how firms understand and engage customers. By enabling seamless purchasing experiences and data insights into consumer behavior, digital payment systems blur the boundaries between payment and customer relationship management. As a result, they influence purchasing decisions at the point of sale while redefining marketing strategies, brand interactions, and competitive dynamics in a digital economy. Impacts of Digital Payment Systems on Marketing explores how digital payment systems present opportunities and challenges in marketing. It examines how digital platforms enhance engagement through advertising, providing cashless, virtual, and faster payment methods. Covering topics such as electronic payments, blockchain, and digital marketing, this book is an excellent resource for marketers, engineers, business organizations, academicians, and researchers.

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9798337345260

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Fatih Sahin currently works at Bandirma Onyedi Eylul University, where he conducts research in consumer behavior, social media marketing, relationship marketing, complaint management, and branding. He holds a graduate degree from the Statistics Department at Yıldız Technical University, completed his undergraduate studies in business administration at Bahcesehir University, and earned a Ph.D. from Dumlupınar University.

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