Consumer voice : the democratization of consumption markets in the digital age / S. Umit Kucuk.
This book proposes a new type of consumer called a voicing consumer, or a voicesumer. This type of consumer is shaping our markets and marketing interactions with the advent of social networking sites in the digital markets. Described by the author as "real establishment of market democracy,&qu...
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| Main Author: | |
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| Format: | Ebook |
| Language: | English |
| Published: |
Cham, Switzerland :
Palgrave Macmillan,
[2020]
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| Series: | Palgrave pivot.
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| Subjects: | |
| Online Access: | Click here to view this book Springer eBooks |
| Summary: | This book proposes a new type of consumer called a voicing consumer, or a voicesumer. This type of consumer is shaping our markets and marketing interactions with the advent of social networking sites in the digital markets. Described by the author as "real establishment of market democracy," consumer voice is gaining more importance in today's world, especially with the changes in communication technologies in markets. In defining the equalizing and democratic relationship between ordinary consumers and corporations, or any other regular company, the book highlights recent transformative experiences and cases in consumption cultures and consumer behaviors. Current theory discusses new types of consumer complaint behaviors, such as consumer activism and boycott, but this book fills a void by defining how these changes have created a new type of consumer. This new conceptualization of consumer behavior will advance scholarship for consumer behavior, psychology and marketing researchers. |
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| Physical Description: | 1 online resource (xiii, 126 pages) : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 3030539830 9783030539832 |