The premiere of the book Digital Consumer Psychology by Prof. Dr. Svetlana Bialkova was held at the Faculty of Economics and Business Administration, Sofia University. The monograph aims to provide a much-needed understanding of fundamental aspects of consumer psychology in the digital age.

By systematically examining the psychological mechanisms that form the foundations of consumer behaviour—from attention to action—the book introduces readers to the dynamics of interaction between humans and digital technologies, as well as between humans across various digital channels and applications, such as web and mobile platforms, augmented reality, virtual reality, extended reality, and artificial intelligence.

The book is structured into the following three parts:

• Introduction to the digital world
• Foundations of behaviour
• Enhancing behaviour

The monograph was presented by Prof. Dr. George Mengov and Prof. Dr. Antoaneta Kirova.

Professor Kirova emphasised the importance of the topic and the need for the book Digital Consumer Psychology in addressing the challenges of the contemporary digital world, and more specifically, users’ demands regarding innovative technologies, which are an inevitable part of our daily lives. The role of specific media and digital tools in enhancing the user experience was examined in detail.

Professor Mengov provided an in-depth analysis of the book, highlighting the developed theoretical framework and its applicability in real marketing practices. The proposed framework contributes to a better understanding of consumer behaviour—from attention to action—when using various digital tools. The book also explores social (media) empowerment to provide insight into social capital. Special attention is given to the impact of different persuasion techniques and cutting-edge technologies in shaping consumer behaviour and experience in the digital age.

Professor Bialkova presented each chapter of the monograph in detail. This state-of-the-art book offers thought-provoking content that challenges experts to reconsider how marketing is conducted in the digital era and how this shapes consumer thinking and behaviour. Supported by empirical work from the authors’ laboratory, a holistic framework encompassing several models is proposed, illustrating how digitalisation has empowered consumers and markets.

By blending concepts and theories from psychology, marketing, consumer studies, and computer science in a unique constellation, the monograph makes a significant contribution to advancing the understanding of digital consumer psychology. It is a must-read for scholars seeking a deeper comprehension of the mechanisms underlying consumer behaviour in the age of data.

While the discipline is still in its infancy, Digital Consumer Psychology lays the foundations needed to explore the hidden potential of the digital world and consumer journeys beyond the traditional marketing space, thereby opening new avenues for exciting future research.

For more details, visit the publisher “St. Kliment Ohridski” University Press at: https://unipress.bg/digital-consumer-psychology