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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
120  Chapter 4
6. Influence over others means that consumers feel elevated when they can exert influence
on others’ consumption decisions. These decisions and influences are more visible in the
case of digital natives as they extensively rely on hashtags, electronic word-of-mouth,
and online social influencers. To understand these concepts, a study (Neilson, 2012) was
undertaken on all these dimensions and it was found that 92 percent consumers consider
and trust the recommendation from those individuals whom they don’t know but might
have written the review or used the products. This means that these digital natives do not
rely much on branded ...
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Publisher Resources

ISBN: 9789353941468