Online Consumer Behavior (eBook, ePUB)

Theory and Research in Social Media, Advertising and E-tail
Redaktion: Close Scheinbaum, Angeline

• Format: ePub

Produktbeschreibung

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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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 400
• Erscheinungstermin: 4. Mai 2012
• Englisch
• ISBN-13: 9781136342219
• Artikelnr.: 38249725

Autorenporträt

Angeline G. Close, Ph.D. The University of Texas at Austin Professor Close　researches, teaches, and serves in the marketing community. A main interest is in event marketing-namely how consumers' experiences at sponsored events influence attitudes and consumer behavior.　 This　research explains: engaging consumers with events, uncovering drivers of effective event sponsorships, how entertainment impacts affect towards events/purchase intention towards sponsors, the role of sponsor-event congruity, and why consumers may resist events. A scholarly book edited with Lynn Kahle, Ph.D., Consumer Behavior Knowledge for Effective Sports and Event Marketing (Routledge, 2011) synthesizes thinking in the area of sports and events. Synergistically,　Professor Close　researches consumer experiences with electronic marketplaces-online experiences, and how they interplay with on-ground events.　One of the goals of this current volume is to bring forward new thought in this topic. Her research ties theory with implications for consumers, society, or consumer-focused business practice.　Professor Close has contributed over a dozen peer-reviewed research publications and book chapters. These appear in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among others.　 This　research has been featured　on CBS, and in The New York Times,　The Los Angeles Times, New Scientist, The St. Petersburg Times, and The Las Vegas Review-Journal. Where creating knowledge via research is important, Professor Close believes that disseminating knowledge is crucial to move the field forward and to inspire young minds. She is currently teaching Integrated Communication Management, and she has taught MBA Market Opportunity Analysis, Marketing Management, Advertising, Integrated Marketing Communication, International Marketing, Strategy, and Sales/Promotions courses.　 A goal of this teaching is to spark student interest in the fields of advertising and marketing by involving　students with research projects, co-collaborating on new ideas, and hosting esteemed marketing executives.　She takes pride in engaging　students' thinking in marketing theories and applications, especially in the local entertainment and technology economies. For community service,　Professor Close serves the local and national marketing and academic communities. Nationally,　she serves as President of the American Marketing Association's Consumer Behavior division (CBSIG.org). Involved with doctoral education,　she serves on the Board of Directors to current doctoral students AMA's doctoral student group.　She serves various leadership roles for the Association for Consumer Research, Society for Marketing Advances, and Academy of Marketing Science. Professor Close brings　experience as a marketing research consultant, as she has contributed marketing research projects for: Hallmark, Coca-Cola, Dodge, Ford, Cingular, New Media Institute, Harvey's Grocery, United Community Bank, AT&T, Fashion Show Mall, Suzuki, Tour de GA, Road Atlanta, Red Rock Country Club, and Lexus. Prior to joining Texas Advertising, Professor Close served the University of Nevada, Las Vegas's business faculty for five years. Prior to that, she studied advertising and marketing at the University of Georgia's Grady College of Journalism & Mass Communication (ABJ 1997; MMC 2000) and the Terry College of Business (Ph.D. 2006). Beyond　her passion for advertising and marketing,　she enjoys spending time with her husband Ben and baby Corbyn, playing　tennis,　volunteering, and travelling.

Inhaltsangabe

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.