Author ORCID Identifier
Cummins - https://orcid.org/0000-0001-7634-4940
Document Type
Article
Publication Date
8-11-2014
Publication Title
Journal of Research in Interactive Marketing
Volume
8
Issue
3
First Page
169
Last Page
202
DOI
https://doi.org/10.1108/JRIM-04-2013-0019
Abstract
The purpose of this article is to review the consumer behavior and social network theory literature related to the online and e-commerce context.
Design/methodology/approach
To conduct the review, the authors draw on a sample of 942 articles published from 1993 to 2012 addressing consumer behavior or social network issues in the online or social media context. The sample is analyzed by both era (incubation, expansion and explosion) and primary topic.
Findings
Eight categories of online consumer behavior research are described. In the order from largest to smallest, these are: cognitive issues, user-generated content, Internet demographics and segmentation, online usage, cross cultural, online communities and networks, strategic use and outcomes and consumer Internet search.
Originality/value
The literature has been summarized in each category and research opportunities have been offered for consumer behavior and social network scholars interested in exploring the online context.
Recommended Citation
Cummins, S., W. Peltier, J., A. Schibrowsky, J. and Nill, A. (2014), "Consumer behavior in the online context", Journal of Research in Interactive Marketing, Vol. 8 No. 3, pp. 169-202. https://doi.org/10.1108/JRIM-04-2013-0019
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Comments
This is an Accepted Manuscript of an article published by Emerald in [Journal of Research in Interactive Marketing] on August 11, 2014, available online: https://doi.org/10.1108/JRIM-04-2013-0019
This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) license. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com