Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-tail (Marketing and Consumer Psychology Series)

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. Cover online consumer behavior: theory and research in social media, advertising, and e-tail Copyright Contents Foreword Preface About the editor About the Contributors Section I Consumers’ Online Identity 1 Snapshots of the Self: Exploring the Role of online Mobile Photo Sharing in identity Development Among Adolescent Girls 2 Source Characteristics in online Shopping: Do Avatar Expertise, Similarity, and Attractiveness Affect Purchase outcomes? 3 overcoming Human Limits Through the Satisfaction of Desires on Virtual Worlds Section II Social Media, Blogs, and Privacy Issues 4 Managing new Media: Tools for Brand Management in Social Media 5 Consumer Activism Through Social Media: Carrots Versus Sticks 6 Authenticity in online Communications: Examining Antecedents and Consequences 7 Web 2.0 and Consumers’ Digital Footprint: Managing Privacy and Disclosure Choices in Social Media Section III Online Advertising and Online Search Behavior 8 Viewer Reactions to online Political Spoof Videos and Advertisements 9 Advertising Versus Invertising: The Influence of Social Media B2C Efforts on Consumer Attitudes and Brand Relationships 10 Male Consumers’ Motivations for online Information Search and Shopping Behavior Section IV e-Tail Consumer Behavior and Online Channels 11 Exploring Hybrid Channels from the Customer Perspective: Offering Channels That Meet Customers’ Changing Needs 12 Consumer Trust and Loyalty in e-tail 13 Toward a Theory of Consumer Electronic Shopping Cart Behavior: Motivations of e-Cart Use and Abandonment Author Index Subject Index