Smartphone Marketing: Strategies for Mobile-Driven Consumers in the Artificial Intelligence Age

Bys: Appiah, Dominic and Ozuem, Wilson

This book offers a timely examination of the smartphone ecosystem as a key domain of branding, technological disruption, and consumer behaviour in the AI age. It explores how AI-enabled smartphones shape purchase intentions, consumer decision-making, brand relationships, and value creation. The book examines digital customer journeys and smartphone-mediated brand experiences, providing a valuable resource for students, researchers, and practitioners in digital marketing, consumer behaviour, and technology-enabled market transformation.

• Format: Hardcover
• Language: English
• ISBN: 3032332133
• ISBN13: 9783032332134
• Release Date: November 2026
• Publisher: Palgrave MacMillan
• Length: 82 Pages