Consumer Voice: The Democratization of Consumption Markets in the Digital Age - Couverture rigide

Kucuk, S. Umit

 
9783030539825: Consumer Voice: The Democratization of Consumption Markets in the Digital Age
Couverture rigide
ISBN 10 : 3030539822 ISBN 13 : 9783030539825
Editeur : Springer Nature Switzerland AG, 2020

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

S. Umit Kucuk is faculty member at the University of Washington, Tacoma, USA. He is widely published in Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of Consumer Marketing, Journal of Retailing and Consumer Services, Journal of Research for Consumers, Marketing Theory, Psychology & Marketing and Technovation, among others. He is the author of Brand Hate: Navigating Consumer Negativity in the Digital World, 2nd Edition and Visualizing Marketing: From Abstract to Intuitive.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Springer Nature Switzerland AG
Date d'édition
2020
Langue
anglais
ISBN 10 
3030539822
ISBN 13 
9783030539825
Reliure
Relié
Numéro d'édition
1
Nombre de pages
139
Coordonnées du fabricant
Springer Nature Customer Service Center GmbH
ProductSafety@springernature.com

Europaplatz 3,69115 Heidelberg, Germany
Heidelberg
69115
Allemagne