Social Contagion of Global Consumers

A. Coskun Samli ()
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A. Coskun Samli: University of North Florida

Chapter Chapter 8 in International Consumer Behavior in the 21st Century, 2013, pp 79-84 from Springer

Abstract: Abstract Modern consumers experience an impressive connectivity in the form of information-sharing and influence about products and brands. This process is almost similar to the spread of a virus within a population; therefore, recently it has been referred to as social contagion (Van den Bulte 2011). Although social contagion is a very active process, it does not mean there are no other alliances among consumers. In my earlier book (Samli 1995), I discussed, Wa, Inhwa, and Quanxis, factors which are still very much in existence alongside the new activity of social contagion.

Keywords: International Marketer; Corporate Reputation; Brand Loyalty; Marketing Effort; Social Contagion (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4614-5125-9_8

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DOI: 10.1007/978-1-4614-5125-9_8

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