E3S Web Conf.
Volume 135, 2019Innovative Technologies in Environmental Science and Education (ITESE-2019)
|Number of page(s)||9|
|Section||Environmental Planning and Environmental Education|
|Published online||04 December 2019|
The role of social media marketing in consumer behaviour
Al-Farabi Kazakh National University, 050040, 71, al-Farabi Ave, Almaty, Kazakhstan
2 Plekhanov Russian University of Economics, 117997, 36, Stremyanny lane, Moscow, Russia
* Corresponding author: firstname.lastname@example.org
This article looks at recently published research on social media consumers. Five topics are highlighted: consumer digital culture, responses to digital advertising, the impact of social media on consumer behavior, mobile environments, and online rumors (WOM). The articles examines how consumers experience, are influenced and are influenced by the digital environment they are in as part of their daily lives. Much remains to be understood, and existing knowledge tends to focus disproportionately on WOM, which is only part of the digital consumer experience. Several avenues for future research have been proposed to encourage researchers to consider a wider range of phenomena.
© The Authors, published by EDP Sciences, 2019
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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