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Online Consumer Behavior and Marketing

In: Mobile Marketing Channel

Author

Listed:
  • Mahmud Akhter Shareef

    (North South University)

  • Yogesh K. Dwivedi

    (Swansea University)

  • Vinod Kumar

    (Carleton University)

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.

Suggested Citation

  • Mahmud Akhter Shareef & Yogesh K. Dwivedi & Vinod Kumar, 2016. "Online Consumer Behavior and Marketing," SpringerBriefs in Business, in: Mobile Marketing Channel, chapter 0, pages 1-24, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-319-31287-3_1
    DOI: 10.1007/978-3-319-31287-3_1
    as

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