Η πρακτική εφαρμογή της θεωρίας attention economy στον ψηφιακό μετασχηματισμό των επιχειρήσεων
The implementation of the theory attention economy on the digital transformation of the enterprises
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Keywords
Attention economy ; Neuromarketing ; Ψηφιακός μετασχηματισμόςAbstract
The subject of this thesis is “the implementation of the theory Attention economy on the digital transformation of the enterprises”. Our objective is to conduct a research on the methods that the digital technology enables the enterprises to enhance their operations, their products, their services and increase the customer satisfaction. In order to conduct this assignment we had to go through the reasons that deteriorate the work of the employees and the reasons why the enterprises fail to fulfill their customers needs. This paper consists of five chapters. In the first chapter, we analyze the contribution of the digital technology to the proliferation of the number of the information and the consequences of this phenomenon. In the second chapter we analyze the concept of the word “attention”, the causes and the consequences of its shortage. In the third chapter we introduce the concept of the theory “attention economy” and we suggest is as the solution to the problem described in the previous chapter. We also make suggestions on how to cope with the phenomenon of the attention deficit. In the fourth chapter we analyze the science of Neuromarketing and we examine how it enables the scientists to understand the consumer’s behavior, the reasons behind his purchase choices and how the enterprises should adjust their operations in order to comply with the outcome of this research. In the fifth chapter we mention the tools that the digital technology provides the enterprises and how the digital transformation upgrades the operation of the enterprises and how it enables it to enhance its products and operations and contributes to its cost containment.