The Role of Digital and Social Media Marketing in Consumer Behavior

Stephen, Andrew T. (2016) The Role of Digital and Social Media Marketing in Consumer Behavior. Current Opinion in Psychology, 10. pp. 17-21.

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This article reviews recently published research about consumers in digital and social media marketing settings. Five themes are identified: (i) consumer digital culture, (ii) responses to digital advertising, (iii) effects of digital environments on consumer behavior, (iv) mobile environments, and (v) online word of mouth (WOM). Collectively these articles shed light from many different angles on how consumers experience, influence, and are influenced by the digital environments in which they are situated as part of their daily lives. Much is still to be understood, and existing knowledge tends to be disproportionately focused on WOM, which is only part of the digital consumer experience. Several directions for future research are advanced to encourage researchers to consider a broader range of phenomena.

Item Type: Article
Keywords: Markets, marketing
Subject(s): Markets
Date Deposited: 15 Dec 2015 12:00
Date of author-version deposit: 2 December 2015
Last Modified: 03 Jun 2016 15:39
Funders: N/A

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