Here is the presentation summary:
“How can corporate America effectively reach and entice the growing flood of consumers participating in online social networking environments? This book by two of the leading experts in the field presents cutting-edge academic research on virtual social identity, explores consumer behavior in virtual worlds, and offers important implications for marketers interested in working in these environments.
The book also provides special insight into the largest and fastest growing group of users—kids and teens. There is no better source for understanding the impact of
virtual social identities on consumers, consumer behavior, and electronic commerce.”
July 2009 • 248 pp. • Tables, figures, references, name index, subject index.
PB: 978-0-7656-2396-6 List $39.95 *SCP Discount Price: $27.96
in relation to my thesis research on how to support UGC through social usability, I am particularly interested in the two following chapters:
For those interested, here is the link to the full description with selected contents and the option to buy the book online.