With the increasing prevalence of information, communication, and technology, including social media, in the digital economy, leveraging consumer behavior and psychology has become a dominant ground for researchers and practitioners to inspect the trends, opportunities, and challenges to social networking service (SNS) developers and online firms. These platforms have become a key channel for social interactions and networking among individuals and online communities to leverage business activities in respect to product and service visibility and sustainability via the internet.
Leveraging Consumer Behavior and Psychology in the Digital Economy is a pivotal reference source that provides current research on topics relevant to consumer behavior, consumer psychology, consumer value, customer satisfaction, and loyalty and how best to utilize this research consumer behavior and psychology in the digital economy. Emphasizing critical topics in the field of consumer behavior research, this publication is a wide-ranging resource for professionals, practitioners, marketers, retailers, business managers, academics, researchers, and graduate-level students interested in the latest material on consumer behavior and psychology in the digital economy.
Author(s): Norbayah Mohd Suki
Series: Advances in Marketing, Customer Relationship Management, and E-Services
Publisher: IGI Global
Year: 2020
Language: English
Pages: 299
City: Hershey
Cover
Title Page
Copyright Page
Book Series
Table of Contents
Detailed Table of Contents
Preface
Acknowledgment
Chapter 1: Multiple Signals and Consumer Behavior in the Digital Economy
Chapter 2: Social Media, Marketing Practices, and Consumer Behavior
Chapter 3: Challenges and Opportunities for News Media and Journalism in an Increasingly Digital Mobile
Chapter 4: Conspicuous Consumption via Social Media
Chapter 5: A Study of Online Scams
Chapter 6: The Affective Economy and Online Fan Communities
Chapter 7: Antecedents, Motivations, and Consequences of Electronic Word-of-Mouth Communication for Consumers
Chapter 8: Examining Perceived Value Influence Mobile Game Addiction
Chapter 9: Antecedents of Global Brands Preference Among Generation Y in Malaysia
Chapter 10: Understanding Cultural Hybridization and Globalization Through the Benefits and Risks on Economic Growth
Chapter 11: A Decent Work and Economic Growth
Chapter 12: Proactive and Responsive Export Market Orientation Behaviours, Antecedents, and Firm Performance
Chapter 13: Managing Innovation
Chapter 14: The Implication of Sustainability Innovation
Chapter 15: Inverted Grammar Classroom
Chapter 16: Green Consumer Behaviour
Compilation of References
About the Contributors
Index
