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Going with the consumer towards the social web environment: a review of extant knowledge

Author

Listed:
  • Inma Rodriguez-Ardura
  • Francisco J. Martinez-Lopez
  • Paula Luna

Abstract

The social web environment cannot be explained without taking into account the use made by consumers of the web technologies in the field of e-commerce. Starting with a systematic background of the growing body of research on marketing and consumer behaviour on the web, this article presents a critical review of the main contributions on this theme, integrating also the research field of consumer behaviour in the social web environment. It concludes with some managerial guidelines for successful use of the social web in the commercial activities and in the establishment of fruitful relationships between the consumers and the brand.

Suggested Citation

  • Inma Rodriguez-Ardura & Francisco J. Martinez-Lopez & Paula Luna, 2010. "Going with the consumer towards the social web environment: a review of extant knowledge," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 3(4), pages 415-440.
    • Handle: RePEc:ids:ijemre:v:3:y:2010:i:4:p:415-440
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    Cited by:

    1. Sajad Rezaei & Wan Khairuzzaman Wan Ismail, 2014. "Examining online channel selection behaviour among social media shoppers: a PLS analysis," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(1), pages 28-51.
    2. Shirin Alavi, 2016. "New paradigm of digital marketing in emerging markets: from social media to social customer relationship management," International Journal of Management Practice, Inderscience Enterprises Ltd, vol. 9(1), pages 56-73.

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