Description
Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically-driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement in the global economy.
The Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement provides current research on topics relevant to consumer beliefs, feelings, attitudes, and intentions and how best to utilize this research improving consumer appeal and relationships. Emphasizing critical topics in the field of consumer behavior research, this publication is a comprehensive resource for marketing professionals, managers, retailers, advertising executives, scholars, and graduate-level students in marketing, psychology, and MBA programs.
Reviews and Testimonials
In this book, editor Norazah Mohd Suki presents readers with a collection of academic and professional perspectives on consumer psychology, marketing, and effective retail practices to drive both online and brick and mortar purchasing behavior and brand engagement. The twenty contributions that make up the main body of the text are devoted to an online marketing strategies assessment for companies in the airline and entertainment industries operating in Malaysia, consumer acceptance of internet banking, student acceptance of YouTube videos for procedural learning, and many other related subjects.
– ProtoView Reviews
Author's/Editor's Biography
Norazah Suki (Ed.)
Lt. Colonel (CD) Professor Ts. Dr.
Norazah Mohd Suki is a Professor of Marketing and E-Commerce at Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia (UUM). She is the recipient of Malaysia’s Research Star Award 2018, Highly Commended Paper in the 2015 and the 2017 Emerald Literati Network Awards for Excellence, Winners of the IGI Global Seventh Annual Awards Excellence in Research Journal, etc. Her research interests include marketing research, consumer behaviour, M-commerce, E-commerce, E-marketing, green marketing, Islamic marketing, and areas related to marketing. She has mentored several post-graduate students, published more than 300 papers in referred journals, book chapters, books, and conference papers detailing her research activities, on top of coordinating and participating in several research projects. She is also the editor of several SCOPUS indexed books. She has wide-ranging experiences as an invited speaker on courses related to Structural Equation Modelling (SEM), Statistical Package for Social Sciences (SPSS) and research methodology.