Online Consumer Behavior

This volume presents research on both theoretical and practical aspects of this topic in three sections: “Digital Shifts in Consumer Behavior”, “Digitalization of Consumer Behavior in the Tourism Sector” and “Consumer Protection and Sustainability”.

Due to multidisciplinary and multimethod character of the concept of consumer behavior, it is appropriate to study it accordingly in order to understand the subject with its different aspects and holistically. Especially with the cultural, social, and technological changes within today's world, this issue becomes prominent. This book is a modest try for that end.

Over the past few decades marketing practices have shifted with the sudden growth of social media and the proliferation of devices, platforms, and applications. This rapidly changing environment presents new opportunities and challenges for marketers, who need to stay up to date with the development of e-marketing.