Cyber Behavior in Marketing

Cyber Behavior in Marketing

Kaan Varnali (Istanbul Bilgi University, Turkey)
Copyright: © 2012 |Pages: 12
DOI: 10.4018/978-1-4666-0315-8.ch041
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Emerging online environments not only provide the most pertinent tools to enhance efficiency and effectiveness in a variety of daily and business-oriented tasks, but also drive and shape expectations, norms, lifestyle, and culture of the emerging crowd of postmodern consumers. These changes inflict a tremendous impact on the universe of marketing; hence, online human behavior has been drawing increasing attention from marketing scholars. The research of cyber behavior in marketing merits come from the relevant bodies of literature in multiple disciplines, including sociology, computer-mediated-communication, and Information Systems. The present chapter aims to present an overview of this accumulated scientific knowledge and highlight latest research trends on human behavior in cyber environments with a marketing-oriented focus.
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Recent research in cyber behavior in marketing focuses across three major areas: (1) online communities and the social/cultural dynamics within these communities (e.g., Antheunis, Valkenburg, & Peter, 2010; boyd & Ellison, 2008; Ellison, Steinfeld, and Lampe, 2007; Kozinets, 1999), (2) interaction and self-presentation in online environments (e.g., Bargh, McKenna, & Fitzsimons, 2002; Hennig-Thurau et al., 2004; Tufekci, 2008), and (3) acceptance of and attitude towards online services and advertising (Deighton & Kornfeld, 2009; Hoffman & Novak, 2009; Okazaki, 2004; Schlosser, White & Lloyd, 2006; Varnali, Toker, and Yilmaz, 2010). The current scientific knowledge in these three main areas will be synthesized and discussed in detail.

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