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2016 | OriginalPaper | Chapter

1. Online Consumer Behavior and Marketing

Authors : Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar

Published in: Mobile Marketing Channel

Publisher: Springer International Publishing

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Abstract

Consumer behavior is primarily focused on consumer learning processes from internal phenomena—such as motivation, ritual phenomena, moods, personality, lifestyles, and attitudes—and from external factors—such as marketer endorsements and group behavior considering family, associative, and aspirational group influences. It also examines different demographic factors including social class, religion, household influences, and cultural attributes.
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Metadata
Title
Online Consumer Behavior and Marketing
Authors
Mahmud Akhter Shareef
Yogesh K. Dwivedi
Vinod Kumar
Copyright Year
2016
DOI
https://doi.org/10.1007/978-3-319-31287-3_1

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