The nature of consumer-brand relationships is rapidly changing since the emergence of the COVID-19 pandemic as more and more businesses are shifting online. The online consumer journey has different components than that based in the physical environment. Therefore, understanding online consumer-brand relationships is crucial, particularly the psychological aspects of decision-making processes and engagements with brands. The Internet has revamped the marketing world for businesses and consumers. Online retail platforms, such as Amazon, eBay, Walmart, Alibaba, Facebook Marketplace, and Shopify became the key players enabling digital businesses, while social media platforms such as Twitter, Facebook, Instagram, Tik-Tok, and Snapchat have modernized consumer behavior. Social media allow consumers to share, contribute, and access information very easily. Empowered with information, consumers shape the market trends, inviting
unprecedented competition.
There is a dire need to understand the factors influencing the online consumer journey. Why consumers’ shopping behaviors are different in the digital world? What role do online product/service reviews play in influencing consumer decisions? How dynamic is the consumer relationship with digital brands? And how do consumers interact with online brand communities?
This article collection focuses on research that will help us understand the psychological facets of digital consumer behavior. The topics of interest include, but are not limited to the following:
• Nature of the consumer-brand relationship in the digital context
• Dynamics of consumer-brand relationship e.g., how does consumer-brand relationship evolve? How does it change, increase, or decline?
• Sellers/brands’ opportunistic behaviors in the online context
• Consumer distrust with online reviews e.g., fake reviews, review manipulations
• Ethics in the digital marketing context
• Consumers’ privacy concerns with social media platforms, apps, and other digital outlets
• Consumers’ responses to digital brand crises
• Online brand addiction
• Online customer engagement e.g., brand communities
• Customers’ co-creation experience with digital products and services
• Digital consumer journey
• Brand evangelism
• Influencer marketing
We also welcome any other topics that address psychological aspects of consumer-brand relationships in the digital context.
The nature of consumer-brand relationships is rapidly changing since the emergence of the COVID-19 pandemic as more and more businesses are shifting online. The online consumer journey has different components than that based in the physical environment. Therefore, understanding online consumer-brand relationships is crucial, particularly the psychological aspects of decision-making processes and engagements with brands. The Internet has revamped the marketing world for businesses and consumers. Online retail platforms, such as Amazon, eBay, Walmart, Alibaba, Facebook Marketplace, and Shopify became the key players enabling digital businesses, while social media platforms such as Twitter, Facebook, Instagram, Tik-Tok, and Snapchat have modernized consumer behavior. Social media allow consumers to share, contribute, and access information very easily. Empowered with information, consumers shape the market trends, inviting
unprecedented competition.
There is a dire need to understand the factors influencing the online consumer journey. Why consumers’ shopping behaviors are different in the digital world? What role do online product/service reviews play in influencing consumer decisions? How dynamic is the consumer relationship with digital brands? And how do consumers interact with online brand communities?
This article collection focuses on research that will help us understand the psychological facets of digital consumer behavior. The topics of interest include, but are not limited to the following:
• Nature of the consumer-brand relationship in the digital context
• Dynamics of consumer-brand relationship e.g., how does consumer-brand relationship evolve? How does it change, increase, or decline?
• Sellers/brands’ opportunistic behaviors in the online context
• Consumer distrust with online reviews e.g., fake reviews, review manipulations
• Ethics in the digital marketing context
• Consumers’ privacy concerns with social media platforms, apps, and other digital outlets
• Consumers’ responses to digital brand crises
• Online brand addiction
• Online customer engagement e.g., brand communities
• Customers’ co-creation experience with digital products and services
• Digital consumer journey
• Brand evangelism
• Influencer marketing
We also welcome any other topics that address psychological aspects of consumer-brand relationships in the digital context.