Books > Social sciences > Sociology, social studies > Social groups & communities > Age groups > Adolescents
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Virtual Social Identity and Consumer Behavior (Paperback)
Loot Price: R1,638
Discovery Miles 16 380
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Virtual Social Identity and Consumer Behavior (Paperback)
Expected to ship within 12 - 17 working days
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Total price: R1,658
Discovery Miles: 16 580
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The creation and expression of identity (or of multiple identities)
in immersive computer-mediated environments (CMEs) is rapidly
transforming consumer behavior. The various social networking and
gaming sites have millions of registered users worldwide, and major
corporations are beginning to attempt to reach and entice the
growing flood of consumers occupying these virtual worlds. Despite
this huge potential, however, experts know very little about the
best way to talk to consumers in these online environments. How
will well-established research findings from the offline world
transfer to CMEs? That's where "Virtual Social Identity and
Consumer Behavior" comes in. Written by two of the leading experts
in the field, it presents cutting-edge academic research on virtual
social identity, explores consumer behavior in virtual worlds, and
offers important implications for marketers interested in working
in these environments. The book provides special insight into the
largest and fastest growing group of users - kids and teens. There
is no better source for understanding the impact of virtual social
identities on consumers, consumer behavior, and electronic
commerce.
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