Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-tail

1st Edition

Angeline Close Scheinbaum

Routledge
Published May 31, 2017
Reference - 400 Pages
ISBN 9781138107557 - CAT# Y336916
Series: Marketing and Consumer Psychology Series

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Summary

Social media (e.g., Facebook, LinkedIn, Groupon, Twitter) have changed the way consumers and advertisers behave. It is crucial to understand how consumers think, feel and act regarding social media, online advertising, and online shopping. Business practitioners, students and marketers are trying to understand online consumer experiences that help instill brand loyalty. This book is one of the first to present scholarly theory and research to help explain and predict online consumer behavior.

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