This book explores the evolving landscape of digital marketing in Malaysia, focusing on how consumers interact with brands in an increasingly digitalised world. The book examines key factors influencing digital consumer behaviour, such as social media engagement, online shopping trends, and the role of digital experiences in driving purchase decisions across products and services. Through case studies and research, it offers insights into local consumer preferences, providing marketers with strategies to optimise digital touchpoints and consumer journey, enhance brand engagement, and boost conversion rates, all within the context of Malaysia’s dynamic digital economy.

Yusniza Kamarulzaman is Professor of Marketing and Dean of the Faculty of Business & Economics at Universiti Malaya. A recognised scholar in digital and tourism marketing, branding, and retailing, she has over 25 years of experience in academia and academic leadership. She has held key roles at UM, including Deputy Dean (Postgraduate), Head of Marketing, and Director of the UM Centre for Innovation & Commercialisation. She teaches a wide portfolio of marketing subjects at both undergraduate and postgraduate levels. Yusniza has supervised over 50 master’s students and multiple PhD candidates, and her textbooks—such as Principles of Marketing and Marketing Management—are widely adopted by Malaysian universities. A Fellow of the Chartered Institute of Marketing (CIM), she is also a member of the American Marketing Association, British Academy of Management, and Academy of Marketing. She serves on scientific committees and review boards for journals and conferences, and has received numerous recognitions, including Malaysia’s Excellence Service Medal and the Asia’s Best B-School Education Leadership Award.

Nor Hazlina Hashim holds a PhD from the University of Wollongong, Australia (2010), a Master of Arts in Communication from Universiti Sains Malaysia (2003), and a Bachelor’s degree in Public Relations from Universiti Teknologi MARA (1997). She brings a combined experience of academia and industry, having served as a Senior Lecturer at USM for eight years and worked as a Supply Management Analyst at Intel Technology. Her teaching background includes Digital Marketing and Message Design courses for the Master's in Integrated Marketing Communication (IMC) program at USM@KL. Her research interests focus on Integrated Marketing Communication, Digital Marketing, and Innovation in Product Development, particularly in the context of online platforms and websites.