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Published in:
2021 | OriginalPaper | Chapter
9. Brand Rating in the Age of Information Sharing
Author : Akira Shimizu
Published in: New Consumer Behavior Theories from Japan
Publisher: Springer Singapore
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Abstract
Based on discussions thus far, it has become evident that the development of the Internet has had a great impact on consumer behavior and marketing strategies related to it. In particular, it has become clear that information plays an important role in generating innovative ideas for segmentation—which is a basis of marketing strategy—just like traditional demographic and lifestyle factors. You have to examine the process that includes post-purchase information sharing when considering consumers’ decision-making process.