Social Media and Big Data in Consumer Behaviour
Emerald Group Publishing Limited
Published on 24. March 2016
60 pages
978-1-78635-266-8 (ISBN)
Description
With this e-book, we seek to shed light on five key drivers of the growing panorama of social media. Despite some early investigations into social media (see review by Grewal et al. 2016), the field remains in its infancy. This e-book aims to highlight some important drivers of social media engagement.
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Content
- Cover
- Editorial
- Big Data and consumer behavior: imminent opportunities
- The personalization-privacy paradox: implications for new media
- Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contexts
- Decoding social media speak: developing a speech act theory research agenda
- Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions
