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Cyber Behavior in Marketing

Cyber Behavior in Marketing
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Author(s): Kaan Varnali (Istanbul Bilgi University, Turkey)
Copyright: 2012
Pages: 12
Source title: Encyclopedia of Cyber Behavior
Source Author(s)/Editor(s): Zheng Yan (University at Albany - SUNY, USA)
DOI: 10.4018/978-1-4666-0315-8.ch041

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Abstract

Emerging online environments not only provide the most pertinent tools to enhance efficiency and effectiveness in a variety of daily and business-oriented tasks, but also drive and shape expectations, norms, lifestyle, and culture of the emerging crowd of postmodern consumers. These changes inflict a tremendous impact on the universe of marketing; hence, online human behavior has been drawing increasing attention from marketing scholars. The research of cyber behavior in marketing merits come from the relevant bodies of literature in multiple disciplines, including sociology, computer-mediated-communication, and Information Systems. The present chapter aims to present an overview of this accumulated scientific knowledge and highlight latest research trends on human behavior in cyber environments with a marketing-oriented focus.

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