Social Media and Big Data in Consumer Behaviour

Social Media and Big Data in Consumer Behaviour

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.


Big data and consumer behavior: imminent opportunities,Decoding social media speak: developing a speech act theory research agenda,Engaging Customers: The Wheel of Social Media Engagement,Hashtags and handshakes:consumer motives and platform use in brand-consumer interactions,Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contexts,The personalization–privacy paradox: implications for new media

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