SHEM250 Online Consumer Behaviour
Annotation:
The development of the World Wide Web in regards to access to information and knowledge demands the study of consumer behaviour from a global perspective. Therefore, in the fast expanding area of digital economy there has been an absolute need to examine a new type of consumer, the online consumer. The unit explores in depth the characteristics of this new consumer and compares the 'traditional' with the 'new' trends. The use of new technologies and their influence on the decision making process are analyzed, while the decision making process on purchasing online is also examined.
The unit aims to continuously evaluate the modern digital environment in which consumers are engaging. Comparing the traditional with the modern characteristics of consumer behaviour aims to assess the evolution of these changes. It will also enable students to explore and analyse to the phenomenon of electronic consumption its origins and evolution so far, and its impact on consumer behaviour study so as to formulate appropriate marketing strategies.
Lecturers:
Asst. prof. Dimitar Trendafilov, PhD
Course Description:
Competencies:
Students who complete this course:
1) will know:
- what are the specificities of the consumer behavior in online environment
- how consumer construct their online identity
- how social media influence
- what privacy issues happene
- how e-tail works
2) will be able to:
- to research consumer behaviour
- to set a strategy for online commerce
- to start online business
- to manage online corporate and brand presence
Prerequisites:
Students are required to have the following knowledge and/or skills:
• Basic knowledge in marketing and management
Types:
Full-time Programmes
Types of Courses:
Lecture
Language of teaching:
English
Topics:
- Consumer behaviour evolution from traditional to online
- Motivation values & Involvement
- Online Consumer Behaviour
- Social Consumers
- Online communities & online consumer behaviour research
- Consumers' Online Identity
- Social Media Decision Making & Purchase Situations
- Online communities Group Influence & Opinion Leadership
- Social media, blogs ethic & privacy issues
- E-Tail Consumer Behavior and Online Channels.
- New Times – New Consumers & Implications
Bibliography:
Tuten, T and Solomon, M (2014) Social Media Marketing 2nd ed. USA, SAGE
• Close, A (ed)(2012) Online Consumer Behaviour: Theory and Research in Social Media, Adverting and E-tail. USA, Routledge
• Solomon M.R., Bamossy G., Askegaard S., and Hogg, M.K. (2013) Consumer Behaviour: A European
• Perspective. 5th Edition. London, Prentice Hall Financial Times
• Sorman-Nilsson, A. (2013) Digilogue: How to win the Digital Minds and Analogue hearts of tomorrow’s customer. Singapore, Wiley
• Odden, L. (2012) Optimize: How to Attract and Engage more Customers by Integrating SEO, Social
• Media and Content Marketing. Canada, Wiley
• Kozinets, R., Patterson, A., Ashman, R. (2017) Networks of Desire: How Technology Increases Our Passion to Consume. Journal of Consumer Research, 43 (1) p. 659-682
• Bamossy G., Askegaard S., and Hogg, M.K. (2013) Consumer Behaviour: A European Perspective. 5th Edition, London, Prentice Hall (Chapter 1-3) Kapoulas, A, Ellis, N., Murphy, W., (2004) The voice of the customer in e-banking relationships. Journal of Customer Behaviour, 3 (1), p.27-51.
• Girionda, J., and Korgaonka, P., (2014) Understanding Consumers’ social networking site usage. Journal of Marketing Management, 30 (4/6), p. 571-605
• Mitic, M., and Kapoulas, A., (2012) Understanding the role of social media in bank marketing. Marketing Intelligence and Planning. 30 (7) p. 668-686
• Rossignoli, C., and Zardini, A., (2013) When Customer Behaviours Change, Should Banks’ Approaches to Online Trading Stay the Same? Journal of Internet Banking and Commerce,18 (2), p.1-18
• Orzan, G., Burghelea, I., Stupu, L., Boboc, A. (2016) The impact of conversation on the brand image of Cloud computing providers. Annals of the University of OradeaEconomic Science Series, 25 (1), p1002-1010.
• Hardey, M., (2011) Generation C. International Journal of Market Research, 53 (6), p749-770.
• Lee, M., and Youn, S., (2009) Electronic word of mouth (e WOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28 (3) p.473-499
• Jianwei L. et al (2013) Impact of national culture on online consumer review behavior. Global Journal of Business Research, 7 (1), p109-115.
• Harris, K. et al (2013) Justice for Consumers complaining online or offline: Exploring procedural, distributive and interactional justice and the issue of Anonymity. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 26 (1), p. 19-39
• Tan et al (2012) Impact of privacy concern in social networking websites. Internet Research, 22 (2), p211-213