This book investigates consumer narcissism in this digital age. In their research, the authors observed narcissistic consumer psychology, impression management behavior, and e WOM (Electronic Word Of Mouth) behavior by consumers engaged in Social Networking Service and social commerce. The two types of narcissism, covert and overt, play different roles in luxury consumption and customer equity. The goal of this book is to offer a comprehensive understanding of the psychology and behavior of narcissistic consumers in the digital age. It provides a deeper understanding of narcissism, as well as guidance for advertising, branding, and marketing strategies aimed at digital consumers.

Autorentext

Dr.Seong-Yeon Park is a Prof.of Marketing at Ewha Womans University.She has published many articles in academic journals on consumer psychology,brand management and CSR.She served as the editor-in-chief of the Journal of Global Scholars of Marketing Science.Dr.Yeu-Jin Kang is a Professor of Global Cultural Industry Management at Calvin University.