Online Consumer Behavior Theory and Research in Social Media, Advertising and E-tail Marketing and Consumer Psychology Series

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.

K.B. Monroe, Foreword. Part 1. Consumers' Online Identity. J. Drenten, Snapshots of the Self: Exploring the Role of Online Mobile Photo Sharing in Identity Development among Adolescent Girls. D.G. Taylor, I. Pentina, Source Characteristics in Online Shopping: Do Avatar Expertise, Similarity and Attractiveness Affect Purchase Outcomes? L. Boujbel, L. El Kamel, Overcoming the Human Limits through the Satisfaction of Desires on Virtual Worlds.Part 2. Social Media, Blogs and Privacy Issues. A.J. Mills, E. Botha, Managing the New Media: Tools for Brand Management in Social Media. P.A. Albinsson, B.Y. Perera, Consumer Activism through Social Media: Carrots vs. Sticks. L.I. Labrecque, S.H.A. Zanjani, G.R. Milne, Authenticity in Online Communications: Examining Antecedents and Consequences. Part 3. Online Advertising and Online Search Behavior. A.S. Bal, C.L. Campbell, L. Pitt, Viewer Reactions to Online Political Spoof Videos and Advertisements. A.M. Boveda-Lambie, N. Hair, Invertising vs. Advertising: The Influence of B2C Communication in Social Media on Customer-Brand Relationships. L.T. Zayer, P. Coleman, Male Consumers' Motivations for Online Information Search and Shopping Behavior. Part 4. E-Tail Consumer Behavior and Online Channels. A. Hausman, Exploring Hybrid Channels from the Customer Perspective: Offering Channels That Meet Customers' Changing Needs. C. Chen, M. O'Brien, L. Guo, Under What Conditions Does Trust Make a Consumer Re-Patronize or Even Stay Loyal to an E-Retailer? A.G. Close, M. Kukar-Kinney, K. Benusa, Towards a Theory of Consumer Electronic Shopping Cart Behavior: Motivations of E-Cart Use and Abandonment.

Angeline G. Close, Ph.D.
The University of Texas at Austin

Professor Close　researches, teaches, and serves in the marketing community. A main interest is in event marketing–namely how consumers’ experiences at sponsored events influence attitudes and consumer behavior.　 This　research explains: engaging consumers with events, uncovering drivers of effective event sponsorships, how entertainment impacts affect towards events/purchase intention towards sponsors, the role of sponsor-event congruity, and why consumers may resist events. A scholarly book edited with Lynn Kahle, Ph.D., Consumer Behavior Knowledge for Effective Sports and Event Marketing (Routledge, 2011) synthesizes thinking in the area of sports and events.

Synergistically,　Professor Close　researches consumer experiences with electronic marketplaces–online experiences, and how they interplay with on-ground events.　One of the goals of this current volume is to bring forward new thought in this topic. Her research ties theory with implications for consumers, society, or consumer-focused business practice.　Professor Close has contributed over a dozen peer-reviewed research publications and book chapters. These appear in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among others.　 This　research has been featured　on CBS, and in The New York Times,　The Los Angeles Times, New Scientist, The St. Petersburg Times, and The Las Vegas Review-Journal.

Where creating knowledge via research is important, Professor Close believes that disseminating knowledge is crucial to move the field forward and to inspire young minds. She is currently teaching Integrated Communication Management, and she has taught MBA Market Opportunity Analysis, Marketing Management, Advertising, Integrated Marketing Communication, International Marketing, Strategy, and Sales/Promotions courses.　 A goal of this teachi