ABSTRACT
This chapter focuses on consumer psychology research and associated methodological considerations assuming that consumers are embedded in digital and social media (DSM). It provides an overview of extant research in consumer psychology/behavior that addresses DSM-related questions and phenomena, including consumer use of mobile devices. The chapter discusses the predominant and prevailing research methods used in research. It also discusses an agenda for future research and recommends methods for consumer psychology research into the questions. Image and video analysis is arguably becoming part of a set of methods that DSM researchers need to be adept at. Complex DSM situations are oftentimes reduced and stripped of their social complexities. With a few notable exceptions, research on the effect of DSM on consumer well-being has been limited. Research could also look at how brand personalities might influence engagement online, and whether different types of brand need to adhere to different communication etiquettes in order to maximize online consumer engagement.
