Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement

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. The editor is a faculty member of the University of Malaysia Sabah. Annotation ©2016 Ringgold, Inc., Portland, OR (protoview.com)