The University Press “St. Kliment Ohridski” invites you to the premiere of the book “Digital Consumer Psychology” by Prof. Dr. Svetlana Bialkova. The event will take place on December 10, 2025, at 4:00 p.m. at the Faculty of Economics and Business Administration.

The book will be presented by Prof. Dr. George Mengov and Prof. Dr. Antoaneta Kirova.

The monograph aims to provide the much-needed understanding of the fundamental aspects of consumer psychology in the digital age.

It introduces readers to the dynamics of interaction between people and digital technologies, as well as between individuals across various digital channels and applications—for example, web and mobile platforms, augmented reality, virtual reality, extended reality, and artificial intelligence.

The book covers the following three parts:

• Introduction to the Digital World
• Fundamentals of Behavior
• Enhancing Behavior

While the discipline is still in its early stages, we hope that „Digital Consumer Psychology“ lays the foundations necessary to uncover the hidden treasures of the digital world and consumer pathways that go beyond the traditional marketing space, thus opening new horizons for captivating research.