Digital transformation: A multidisciplinary perspective and future research agenda

Abstract Digital transformation has had an unprecedented influence on all sectors of business over the last decade. We are now entering an era characterized by the extensive digital transformation of businesses, society, and consumers. Therefore, digital transformation has become a pivotal focus for organizations across various sectors in recent years. Despite differing scholarly perspectives on the concept and elements of digital transformation, a consensus exists that it significantly impacts consumer decisions and necessitates organizational adaptation. Recent challenges such as the COVID‐19 pandemic have further accelerated the need for digital transformation and its effects on consumers. This necessitates…