Online Consumer Behavior

This collection of essays, research, and research surveys on online consumer behavior will be of interest to those in marketing, business, e-commerce, and media studies. Contributors are from fields including marketing, consumer behavior, finance, and communication. The essays are grouped in sections on consumers' identity online; social media, blogs, and privacy issues; online advertising and online search behavior; and e-tail consumer behavior and online channels. Some specific areas examined are online mobile photo sharing in identity development among adolescent girls, tools for brand management in social media, consumer activism through social media, and viewer reactions to online political spoof videos and advertisements. Close is affiliated with the University of Texas-Austin. Annotation 穢2012 Book News, Inc., Portland, OR (booknews.com)