Detailed Table of Contents Preface.................................................................................................................................................xix Acknowledgment.............................................................................................................................xxvii Introduction....................................................................................................................................xxviii Chapter 1 UnderstandingCustomerEngagementandPurchaseBehaviorinAutomobiles:TheRoleof DigitalTechnology................................................................................................................................. 1 Krishnadas R., SASTRA University, India Withrapidtechnologicalinnovation,customerexpectationsareevolvingatafasterpace.Technologyplays .avitalroleinthevaluecreationbykindlingopportunitiesthroughtransmutingconsumptionlandscape Digitaltechnologyactsasapowerfultoolforbringingoutthetransformationacrossvarioussectors .includingtheautomobileindustryaugmentedbytheexpectationsofthenewgenerationcustomers Withthebeginningoftheonlinerevolutionintheautomobilesector,shoppershavestartedtorelyon onlineplatforms.OEMsanddealersneedtheirstrongpresenceacrossOmnichannelstobattleoutthe competitionandhavetofocusonthedigital-savvyshopperstofostersales.Hence,autoretailershave toexploreandexperimentwithdifferentplatformsthatofferaflexibleconsumption-basedmodelwith .anopportunityforexperimentingandco-creatingnewfeatures Chapter 2 UsingChatbotsforCustomerCare:AdvantagesandChallengesforBrands....................................... 14 Patricia Dias, Universidade Católica Portuguesa, Portugal Mafalda Correia, Universidade Católica Portuguesa, Portugal Chatbotshavebeenappliedbybrandsforprovidingcustomercareonline,butmostexperiencesareatan earlystage.Theresearchsetsouttoexplorewhichadvantagesanddisadvantageschatbotscanbringto brandswhenusedincustomercarebystudyingtwocompaniesinPortugal.Theseexploratorycomparative .casestudieswereexploredwithqualitativemethods,namelyin-depthinterviewswithrelevantagents Theauthorsconcludedthatchatbotsaffordpositiveresultsforbrands,suchasreducingcustomercare costsandenhancingproximitybybeingconstantlyavailableandrespondingpromptly,buttheyalso poserisks.Theystartoutwithaninitialdatabaseofmatchesbetweenkeywords,questions,andanswers andneedinteractiontoevolveandimprove.Duringthisinitialstage,theyoftenaffordnegativebrand experiencesandrequireconstanthumanmonitoringandcurating.However,inamaturitystage,theycan .enhanceperformanceandsatisfactionofcustomercare,motivateshoppingbyimpulse,andnurtureloyalty   Chapter 3 InternetofThingsTechnologies:AssessingFactorsInfluencingConsumerIntentiontoUse............. 29 Liew Chung Sim, Universiti Malaysia Sabah, Malaysia Ang Ju Min, Universiti Malaysia Sabah, Malaysia Goh Yee Teen, Universiti Malaysia Sabah, Malaysia Koh Wai Kin, Universiti Malaysia Sabah, Malaysia Tan Shy Yin, Universiti Malaysia Sabah, Malaysia Teh Ru Yi, Universiti Malaysia Sabah, Malaysia Theaimofthisresearchistoexaminefactorsinfluencingconsumeracceptanceofinternetofthings technology(IoT)guidingbythetechnologyacceptancemodel(TAM).Thisquantitativeresearchinvolves 204respondentsapproachedviaconveniencesamplingatapublichigherlearninginstitution.Datawas analyzedusingmultipleregression,andresultsrevealedthatthedimensionofperceivedusefulnessis themostinfluencingfactorontheconsumers’acceptanceofIoTtechnologyandconsumers’behavioural intentiontouse.IntheMalaysiancontext,thisresearchprovidesadditionalinformationinnarrowing ,theresearchgapwithregardtounderstandingbehaviouralintentiontousetheIoTtechnology.Next theframeworkwillbeusedforfutureexplorationtoaddresstheissueofhowpeoplewhohavenever .utilizedanIoTinnovationreact Chapter 4 UsingConsumerismtoMaintainMobileCustomerEngagement........................................................ 45 Deniz Akgül, Kirsehir Ahi Evran University, Turkey Consumerismisasocialphenomenonthatreferstothewayinwhichconsumerspendinghabitsextend beyondthemerepurchaseofitemsforpurposesofnecessity.Consumerismisinevitable,andthetechnology sectorleadscompaniestocreatebetterproductsfortheirconsumers.Intheearly2000s,anewconcept ,emerged,“newconsumerism.”Thenewconsumersareconcernedabouttime,sustainability,authenticity technology,andsimplicity.Theirwellbeingplaysavitalroleintheirthinking;theyexpectthefreedom tochoose,tosee,andtolisten.Insuchaworld,companiesneedtousethisnewconsumerbehavior characteristicinordertocreatecustomerengagement.Thischapterexplainswhattheconsumerismis anditstransformationtonewconsumerisminthecontextofcustomerengagement.Inordertoexplain this,theauthorclarifiestherelationshipbetweenconspicuousconsumptionandconsumerismandalso howitaffectsmobiletechnologycompanies.Finally,thischapterargueshowtouseconsumerismto .maintaincustomerengagement Chapter 5 SearchingtheEffectsofViralMarketingviaCustomer-BasedBrandEquityonPurchaseIntentions 66 Asmat Nizam Abdul-Talib, Universiti Utara Malaysia, Malaysia Sana Arshad, Universiti Utara Malaysia, Malaysia Theinternethaspresentedmarketerswithdiversemethodstointeractwiththeirtargetmarket,andviral marketingisoneofthoselow-costmethods.Thepurposeofthisstudyistoexplorehowviralmarketing impacts purchase intentions through customer-based brand equity (CBBE) on the basis of models proposedbyAakerandKeller.Socialmediaisoneoftheessentialindicatorsthatinfluencecustomers topurchaseintensions.However,brandloyalty,oneoftheimportantcomponentsofCBBE,isstudiedin termsofcustomers’purchaseintentions.Thisstudyfocusesonidentifyingtheroleofviralmarketingin developingpositivebrandequityincustomers’mindsets.AcomparisonofpreviousandpresentCBBE .modelsarealsopresentedinthisstudy  Chapter 6 TheEffectsofTrustonParasocialInteractionofMalaysianFacebook(FB)TravelCommunity........ 76 Samshul Amry Abdul Latif, International Islamic University Malaysia, Malaysia Nadiatul Husna Abdul Aziz, International Islamic University Malaysia, Malaysia Thischapterinvestigatestheeffectsoftrustdimension(competence,benevolence,andhonesty)on .parasocialinteraction(PSI)ofaMalaysiantravelcommunitythroughtheusageofsocialmediaplatforms Thisstudyutilizedanon-probabilitypurposivesamplingapproachtargetingMalaysianswhouseFB tointeractandsharetheirtravelactivitiesusingself-administeredonlinesurveyapproach.Basedon 142respondents,thedatawereanalyzedusingmultipleregression.Thefindingssuggestthatallthree dimensionsundertrustaresignificantinpredictingPSIamongMalaysianFBtravelcommunity.The limitationofthestudyisthatthemajorityofthesampleswerefemalesandlimitedtoonlyoneFB .communitygroup Chapter 7 AntecedentsofSocialCommerceAdoptioninDevelopingCountries:AnEmpiricalStudy.............. 91 Felix Nti Koranteng, University of Education, Winneba, Ghana Richard Boateng, University of Ghana, Ghana Richard Apau, Kwame Nkrumah University of Science and Technology, Ghana TheemergenceWeb2.0technologieshastransformede-commerceintosocialcommerce.Thebenefits associatedwithsocialcommercearewellknown.However,forbusinessestoreapsuchbenefits,the factorsthatinfluenceuserintentiontousesocialcommercemustbeunderstood.However,existingstudies drawsamplesfromdevelopedcountries.Giventhatgeographyandculturalfactorsaffecttechnology adoption,findingsfromexistingstudiesmaynotapplyinthedevelopingcountrycontext.Thisstudy thereforeinvestigatesthefactorsthatinfluenceuserintentiontousesocialcommerceindeveloping countries. A survey questionnaire was used to gathered responses from 614 students in Ghanaian ,universitiesandanalyzedusingPLS-SEM.Theresultsindicatethatinformationquality,systemquality andservicequalityhavesignificantinfluenceonuserintentiontousesocialcommerce.Thefindings pointouttheneedtoproviderelevantsupporttousersandensureaccurateandreliableinformationon .socialcommerceplatforms Chapter 8 RevealingandRankingCustomerGroupsFromthePerspectiveofTheirExperiences.................... 103 Güzin Özdağoğlu, Dokuz Eylul University, Turkey Customersegmentationisaprocessofdividingcustomersintogroupsbasedonparticularcriteria,often commoncharacteristics,inordertoefficientlydevelopandmanagemarketingactivities.Theavailabilityof dataindifferenttypesandstructuresgeneratedindigitalenvironmentsleadstothehandlingofthisprocess withinthescopeofdatamining.Inaddition,observingmanydifferentdimensionsandqualificationsin thesegmentationprocessprovidesthepossibilityofsortingamongthecustomergroups,andthus,this processleadstobothclusteringandmulti-criteriadecision-makingproblems.Recentapplicationsin