Cyber Behavior in Marketing

2012 ◽  
pp. 477-488
Author(s):  
Kaan Varnali
Keyword(s):  
Human Behavior ◽  
Scientific Knowledge ◽  
Computer Mediated Communication ◽  
Research Trends ◽  
Mediated Communication ◽  
Computer Mediated ◽  
Efficiency And Effectiveness ◽  
Enhance Efficiency ◽  
The Universe ◽  
Tremendous Impact

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.

Interactivity

2015 ◽  
pp. 157-184
Author(s):  
Wang Hui ◽  
Vipin Nadda
Keyword(s):  
Social Media ◽  
Real Time ◽  
Active Control ◽  
Computer Mediated Communication ◽  
Mobile Technologies ◽  
Communications Technology ◽  
Mediated Communication ◽  
Computer Mediated ◽  
The World ◽  
Tremendous Impact

The revolution of Social Web and mobile technologies has a tremendous impact on the world today. Noticeably, this revolutionary phenomenon has brought opportunities for companies to reach and communicate with audiences in different ways. This social media-based revolution has largely accelerated the rate at which relationships develop and information is shared. Nowadays, audiences expect to be able to select what they read, and most believe they should be able to contribute content and opinions. Among these changes, there has been a growth in interactivity, which lays emphasis on conversing with audiences rather than merely communicating to them. The understanding of interactivity and associated communication concepts has lagged behind the development of communications technology. This chapter draws on the literature developed in Computer-Mediated Communication (CMC), e-Commerce, and Education, as well as Media, Marketing, and Advertising with the help of tri-dimensional features of interactivity identified as active control, two-way communications, and real-time communications.

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