The chapters in this e-book lie firmly within Web 2.0 and deal with human aspects of interactions between consumers and between consumers and brands in digital space. The first chapter, Consumer Behavior in the Online Context, by Cummings, Peltier, Schibrowsky and Nill, provides an excellent introduction to this ebook by reviewing literature related to the consumer behavior and social network theory as they apply to the Internet, literature covering the period from 1993-2012, spanning over 900 articles across more than 85 marketing journals. The second chapter, by Kabadayi and Price, investigates responses to online reviews and asks questions regarding how consumers respond (in terms of trust in reviews and purchase intentions) when firms manipulate online reviews of their brands. Building on Hunt/ Vitell's 1993 model of ethics and impression formation theory, the authors collected data from more than 2000 US online shoppers. The third chapter, by Lee and Ma, investigates brand engagement in the form of liking and commenting on the Facebook social networking platform. Finally, a chapter from Soares and Pinho explores consumer reactions to advertising in online social networks.