Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement

Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement

Norazah Mohd Suki (Universiti Malaysia Sabah, Malaysia)
Indexed In: SCOPUS
Release Date: July, 2016|Copyright: © 2017 |Pages: 374
ISBN13: 9781522507468|ISBN10: 1522507469|EISBN13: 9781522507475|DOI: 10.4018/978-1-5225-0746-8

Description

Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically-driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement in the global economy.

The Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement provides current research on topics relevant to consumer beliefs, feelings, attitudes, and intentions and how best to utilize this research improving consumer appeal and relationships. Emphasizing critical topics in the field of consumer behavior research, this publication is a comprehensive resource for marketing professionals, managers, retailers, advertising executives, scholars, and graduate-level students in marketing, psychology, and MBA programs.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Consumer Attitudes
  • Consumerism
  • Online marketing
  • Purchasing Behavior
  • Social Influence
  • Sustainable Consumption

Reviews and Testimonials

In this book, editor Norazah Mohd Suki presents readers with a collection of academic and professional perspectives on consumer psychology, marketing, and effective retail practices to drive both online and brick and mortar purchasing behavior and brand engagement. The twenty contributions that make up the main body of the text are devoted to an online marketing strategies assessment for companies in the airline and entertainment industries operating in Malaysia, consumer acceptance of internet banking, student acceptance of YouTube videos for procedural learning, and many other related subjects.

– ProtoView Reviews

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Norazah Mohd Suki is an Associate Professor at the Labuan Faculty of International Finance, Universiti Malaysia Sabah, Labuan International Campus, Malaysia. Her research interests include electronic marketing, E-commerce, M-commerce, consumer behaviour, mobile learning and areas related to marketing. She has mentored several post-graduate students, published papers in peer-review ISI and SCOPUS indexed journals, chapter books and international conference proceedings, and coordinated and participated in several research projects. She is the Editor-in-Chief to Labuan e-Journal of Muamalat & Society, a member in advisory board for several outstanding journals. She has sound experiences as speaker to public and private universities, government bodies on courses related to Structural Equation Modelling (SEM), Statistical Package for Social Sciences (SPSS), research methodology.

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