Going with the consumer towards the social Web environment: a review of extant knowledge

Eprints UOC: Going with the consumer towards the social Web environment: a review of extant knowledge

Going with the consumer towards the social Web environment: 

a review of extant knowledge

Autores:	Rodríguez Ardura, Inma Martínez López, Francisco J. Luna Huertas, Paula
Palabras clave:	Consumer behaviour; social Web; Web; review

The social Web environment cannot be explained without taking into account the use made by consumers of the web technologies in the field of e-commerce. Starting with a systematic background of the growing body of research on marketing and consumer behaviour on the Web; this article presents a critical review of the main contributions on this theme, integrating also the research field of consumer behaviour in the social Web environment. It concludes with some managerial guidelines for successful use of the social Web in the commercial activities and in the establishment of fruitful relationships between the consumers and the brand.

Por favor, use este identificador para citar o enlazar con este ítem: http://hdl.handle.net/10363/861