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What is Consumer Buying Behavior

Chapter 9
Leveraging Computer-Mediated Marketing Environments
The total buying behavior of the ultimate consumer when purchasing a product or service.
Published in Chapter:
User-Generated Content and Consumer Brand Engagement
Muhammad Naem (University of Worcester, UK) and Sebastian Okafor (University of Cumbria, UK)
Copyright: © 2019 |Pages: 28
DOI: 10.4018/978-1-5225-7344-9.ch009
Abstract
Debates on the importance of user-generated content (UGC) and consumer brand engagement have increasingly gained attention amongst researchers, practitioners, marketing managers, and business leaders. UGC is a concept popularized in the 21st century with the advent and rise of Web 2.0 technology. Web 2.0 has gained recognition due to its novel features that include openness, participation, and the facilitation of the creation and sharing of content. It revolutionized interactions amongst people, and users are now able to share and create personalized content on the internet instead of merely using the content available. The primary objective of this chapter is to evaluate the influence of UGC on consumer brand engagement and discuss its impact on customers and organizational marketing practices.
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More Results
Chapter 16
Factors Affecting Online Consumer Buying Behavior Towards Essential Oils in Penang
Consumer buying behavior refers to the actions taken (both on and offline) by consumers before buying a product or service. This process may include consulting search engines, engaging with social media posts, or a variety of other actions. It is valuable for businesses to understand this process because it helps businesses better tailor their marketing initiatives to the marketing efforts that have successfully influenced consumers to buy in the past.
Published in Chapter: Factors Affecting Online Consumer Buying Behavior Towards Essential Oils in Penang; From: Impact of Globalization and Advanced Technologies on Online Business Models
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Chapter 9
Social Media Usage in Online Consumer Decision Process and Buying Behaviour
Consumer behavior is the study of individuals, groups or organizations and the behavior they exhibit during the selecting, securing, using of product and services to satisfy their needs.
Published in Chapter: Social Media Usage in Online Consumer Decision Process and Buying Behaviour; From: Managing Social Media Practices in the Digital Economy
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Chapter 2
Reviewing the Role of Store Brands in the Global Retail Industry
The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their requirements.
Published in Chapter: Reviewing the Role of Store Brands in the Global Retail Industry; From: Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy
Full Text Chapter Download: US $37.50 Add to Cart
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