Overview
Section two addresses the impact that consumers' switch to social media as a preferred channel has had on marketers' branding and promotional efforts, as well as the ways in which consumer involvement can be maintained through this process. Section three takes a methodological perspective on the topic of social media, assessing ways in which big data and consumer research are influenced by novel ways of gathering consumer feedback and gauging consumer sentiment. Finally, section four looks at consumer welfare and public policy implications, including privacy and disadvantaged consumer concerns. Consumer Psychology in a Social Media World will appeal to those who are involved in creating, managing, and evaluating products used in social media communications.
- | Author: Claudiu V. Dimofte, Curtis P. Haugtvedt, Richard Yalch
- | Publisher: Routledge
- | Publication Date: Oct 07, 2015
- | Number of Pages: 278 pages
- | Language: English
- | Binding: Hardcover
- | ISBN-10: 0765646935
- | ISBN-13: 9780765646934
