Consumer Voice

The Democratization of Consumption Markets in the Digital Age

Gebonden Engels 2020 9783030539825
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

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.

Specificaties

ISBN13:9783030539825
Taal:Engels
Bindwijze:gebonden
Uitgever:Springer International Publishing

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Inhoudsopgave

<p>Chapter 1: Voice.- Chapter 2: Consumer Voice.- Chapter 3: Voicesumers.- Chapter 4: How to Voice.- Chapter 5: Voiceconomics.</p>

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        Consumer Voice