Digitalization is not just a technological transformation; it is a cultural revolution that fundamentally shakes the flow of life, our habits, and most importantly, the ways we "connect" with brands and businesses. At the heart of this revolution is the consumer. Consumers are no longer passive buyers; they are actively involved in the brand lifecycle. This book emphasizes that marketing is not just a technical process, but also relationship management centered on consumers.

All chapters in this book, in line with its title and content, focus on consumer-centric studies, particularly within the framework of digitalization. The first chapter, "Digital Consumer Rituals: New Cultural Codes of Connection," a study on a recently highlighted topic, was written by Şahver Omerakı ÇEKİRDEKÇİ. The second chapter, "The Impact of Socio-Demographic Characteristics of Consumers on the Frequency of Electronic Shopping: The Case of Turkey," by Cuma AKBAY and Yeşim AYTOP, examines the influence of different demographic characteristics on shopping frequency. The third chapter, titled “From Influencer to Trustfluencer: The New Face of Digital Trust,” was authored by Mehmet Zahit GÖRGÜLÜ. This chapter examines the impact of digitalization on consumer trust. The fourth chapter includes contributions from Ömer BÜYÜKBAŞ, whose study, “Smart Stadium and City Experience: City Branding with AI-Based Integration,” focuses on the impact of artificial intelligence on city branding. The fifth chapter is comprised of Kübra UYAR's study, “The Transformative Impact of Artificial Intelligence on Advertising Strategies in the Digital Age.” This chapter examines the role of AI in advertising strategies used to attract consumer attention. The sixth chapter, “Women Entrepreneurs in Digital Transformation: A Regional Ecosystem Perspective,” was written by Yasemin KARABULUT. This chapter discusses the contributions of women entrepreneurs to their respective regions. The final section consists of a study titled "Consumption Trends in Health Tourism Services" written by Senem UÇAN, Mehmet Emin AKKILIÇ, and Mehmet Selim DİKİCİ. This section also addresses the increasing importance of health tourism and the changing preferences of consumers. In summary, in the digital age we live in, this book, which examines the importance of establishing and maintaining relationships with consumers, especially for brands and entrepreneurs, in the context of the changes taking place in the field of marketing, is hoped to be useful not only to the academic world but also to all entrepreneurs, marketing practitioners, and curious minds who want to interact with consumers and establish a sustainable relationship with them in the complexities we face in the digital age.