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.

section |80 pages

Consumers' Online Identity

chapter |32 pages

Snapshots of the Self

Exploring the Role of Online Mobile Photo Sharing in Identity Development Among Adolescent Girls

chapter |20 pages

Source Characteristics in Online Shopping

Do Avatar Expertise, Similarity, and Attractiveness Affect Purchase Outcomes?

section |84 pages

Online Advertising and Online Search Behavior