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.

Dr Dominic Appiah is a Lecturer in Marketing at Royal Holloway, University of London, with demonstrated experience in the Higher Education sector across the UK and Singapore. His research investigates the dynamics of consumer purchase intentions in digitally disrupted markets and building resistance to brand switching in these competitive markets. Additionally, he has strong industry experience in insurance and banking. He has published in scholarly journals including Journal of Retailing & Consumer Services and Journal of Consumer Behaviour. He is also the co-editor of the book, EcoFusion Marketing: Strategies for Industry 4.0 Sustainability, published by Routledge. Dominic is a Senior Fellow of the Higher Education Academy (SFHEA); Certified Management & Business Educator (CMBE); Member of the Chartered Institute of Marketing (CIM) and Member of the Chartered Institute of Insurance (CII).

Professor Wilson Ozuem research interests lie at the intersection of digital marketing and innovation. His work examines the impact of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. He is internationally recognised for his contributions to digital marketing and multichannel retailing and has published widely in leading academic journals. He has also edited several books, including Digital Marketing Strategies for Value Co-Creation: Models and Approaches for Online Brand Communities, 2nd edition, published by Palgrave Macmillan.