Editorial: Toward Consumer 4.0 Insights and Opportunities Under the Marketing 4.0 Scenario

摘要

This Research Topic aims to shed light on the current academic and practical perspectives withinthe so-called “Consumer 4.0” paradigm. The related perspective on Marketing 4.0 represents newopportunities and concerns for Social Science. Thus, there is a need to find a balance betweentheoretical frameworks, opinions, and empirical applications, and thereby stimulate dialoguesamong researchers and professionals. In short, this collection of papers encapsulates the literatureon how technological evolution is impacting different actors (companies, consumers, patients,and tourists, etc.) and interacting in various sectors. We also propose research lines based onthe combination of two key factors: the advancement of technologies and the impact of theSARS-COV-2 pandemic.