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.
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