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.
"Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-tail is an important book brimming with compelling insights into consumers’ use of social media, virtual worlds, online games, online shopping, and more. These studies address a great blend of consumer issues like consumer activism, identity performance, and privacy issues, as well as marketing management implications related to political campaigning, online advertising, and uses of social media. If anything can be said to be state-of-the-art in the ever-changing world of the Internet, this is it." - Russell Belk, Schulich School of Business, York University
"It’s impossible to think about consumers nowadays without considering online behavior. But when, how, and why things like social media and electronic commerce impact what people do is less understood. This book shines an important light on these new and emerging areas." - Jonah Berger, The Wharton School, University of Pennsylvania
"Today, consumers purchase products and services in brick and mortar stores, through online Web sites as well as other venues. They share information readily and instantaneously via multiple social media outlets. Consequently, in many respects, researchers have had to rethink how to study consumers' behavior. Indeed, one of the effects of the World Wide Web is to make available to consumers throughout the world products and services any time of the day and night. It is important that we have this volume not only to raise critical research questions but also to begin suggesting solutions and to gain understanding of this phenomenon. This timely book of essays is an essential reference for helping us understand the implications of online consumer behavior." - From the Foreword by Kent B. Monroe, J.M. Jones Distinguished Professor of Marketing Emeritus, University of Illinois
K.B. Monroe, Foreword. Part 1. Consumers' Online Identity. J. Drenten, Snapshots of the Self: Exploring the Role of Online Mobile Photo Sharing in Identity Development among Adolescent Girls. D.G. Taylor, I. Pentina, Source Characteristics in Online Shopping: Do Avatar Expertise, Similarity and Attractiveness Affect Purchase Outcomes? L. Boujbel, L. El Kamel, Overcoming the Human Limits through the Satisfaction of Desires on Virtual Worlds.Part 2. Social Media, Blogs and Privacy Issues. A.J. Mills, E. Botha, Managing the New Media: Tools for Brand Management in Social Media. P.A. Albinsson, B.Y. Perera, Consumer Activism through Social Media: Carrots vs. Sticks. L.I. Labrecque, S.H.A. Zanjani, G.R. Milne, Authenticity in Online Communications: Examining Antecedents and Consequences. Part 3. Online Advertising and Online Search Behavior. A.S. Bal, C.L. Campbell, L. Pitt, Viewer Reactions to Online Political Spoof Videos and Advertisements. A.M. Boveda-Lambie, N. Hair, Invertising vs. Advertising: The Influence of B2C Communication in Social Media on Customer-Brand Relationships. L.T. Zayer, P. Coleman, Male Consumers' Motivations for Online Information Search and Shopping Behavior. Part 4. E-Tail Consumer Behavior and Online Channels. A. Hausman, Exploring Hybrid Channels from the Customer Perspective: Offering Channels That Meet Customers' Changing Needs. C. Chen, M. O'Brien, L. Guo, Under What Conditions Does Trust Make a Consumer Re-Patronize or Even Stay Loyal to an E-Retailer? A.G. Close, M. Kukar-Kinney, K. Benusa, Towards a Theory of Consumer Electronic Shopping Cart Behavior: Motivations of E-Cart Use and Abandonment.