Online Consumer Behavior

Theory and Research in Social Media, Advertising and E-Tail

Bibliographic Data

ID19928730
AuthorsAnjali S Bal, Colin L Campbell, Leyland F Pitt
EditorsAngeline Close Scheinbaum (0000-0003-4770-0277)
Year2012
Pages400
Publication date2012-05-04
Open AccessNo
TypeBOOK
VenueOnline Consumer Behavior (SOURCE_BOOK)
PublisherRoutledge (PUBLISHER • GB)
DOI10.4324/9780203123911
OpenAlexW3186948814
Open LibraryOL29429057M
ISBN9780203123911
LanguageEN
Citations received2

Traditional political campaigns use a variety of mass media tools, such as print and television, to influence voter perception of candidates. Since the rise of the Internet, the balance of power in the traditional communications continuum has shifted and the nature of politics and electioneering is undergoing massive change (Blumler & Kavanagh, 1999). The voter’s ability to access information about candidates, share opinions, and discuss specific candidate’s policies, image, and reputation has increased (Farrell & Webb, 2000). In addition, more people are creating and consuming online spoof content. Spoofs are an attempt by an individual to make light of, mimic, or mock a known entity (Bal, Pitt, Berthon, & DesAutels, 2009). Consumer-generated content is any “publically disseminated, consumergenerate[d] advertising message whose subject is a collectively recognized brand” (Berthon, Pitt, & Campbell, 2008, p. 8). Politicians have been the brunt of emotionally charged spoofs since the growth of democracy (Bal et al., 2009)

Advertising · Appeal · Attractiveness · Business · Consumer behaviour · Personalization · Political science · Social media · Sociology · World Wide Web · Computer Science · Digital Marketing and Social Media · Marketing · Psychology · Technology Adoption and User Behaviour · Consumer behavior · Internet Marketing

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