Online Consumer Behavior

Online Consumer Behavior

Theory and Research in Social Media, Advertising and E-tail

by Angeline Close Scheinbaum

400 pages· 2012· ISBN 9781136342219
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About
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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