DigitalBusiness.study is an academic research portfolio led by Prof. Dr. Ahmed Iraqi dedicated to exploring the evolving intersections between digital technologies, business practices, and consumer culture. It brings together a set of research interests that span digital transformation, digital strategy and consumer behavior.

The portfolio highlights how digitalization reshapes markets, organizations, and societies, and how individuals and institutions adapt to these shifts. By integrating perspectives from management, economics, sociology, and cultural studies, this portfolio aims to provide a comprehensive understanding of the forces driving contemporary digital business environments. It also serves aims to showcase theoretical reflections, conceptual developments, and interdisciplinary insights that contribute to ongoing academic debates on digital change and its implications for organizations and consumers worldwide.

At the core of this portfolio lies an ongoing empirical research project centered on the Digital Consumer Culture Research Project. This multi‑country study investigates how digital technologies influence consumption patterns, cultural practices, and decision‑making processes across different societies. The project relies on fieldwork, surveys, interviews, and collaborations with universities in Morocco, Germany, the Netherlands, the USA, and additional institutions scheduled to host the project in the coming months. Its empirical focus includes digital consumption habits, platform usage, online trust, algorithmic influence, and the sociocultural meanings individuals attach to digital environments. Together, these empirical efforts aim to build a comparative, cross‑cultural understanding of digital consumer culture and to generate insights that contribute to academic scholarship, policy discussions, and organizational practice.