Understanding Human Behavior in the Age of Digital and Psychological Transformation

Abstract

The key theme that is addressed in this editorial reflects the growing significance of human behaviors in the current world where such phenomena as digital transformation, psychological changes, and emergence of novel organizational environment become relevant. Articles that can be found in this issue provide clear evidence for the emerging trend of transition from traditional economic aspects of business and management studies towards an interdisciplinary approach based on psychology, marketing, finance, and organization theory. The main questions discussed in the present issue deal with consumer response to the green marketing activities of companies, impact of social media marketing and influencer marketing on purchasing decisions and consumer self-concept, importance of leadership, motivation, and organizational culture for the functioning of employees, emotions as factors that influence decision-making in finance, and relations between the quality of banking services, customer satisfaction, and customer loyalty. All of these papers illustrate the increasing relevance of emotions, perceptions, motivations, values, and digitalization as determinants of outcome achievement. The current issue addresses some aspects of modern academic discussions by putting emphasis on the importance of human-oriented approaches in business and management research.