Consumer voice : the democratization of consumption markets in the digital age / S. Umit Kucuk.
2020
HF5415.32 .K83 2020
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Details
Title
Consumer voice : the democratization of consumption markets in the digital age / S. Umit Kucuk.
Author
Küçük, S. Ümit, author.
ISBN
9783030539832 (electronic book)
3030539830 (electronic book)
3030539822
9783030539825
3030539830 (electronic book)
3030539822
9783030539825
Published
Cham, Switzerland : Palgrave Macmillan, [2020]
Language
English
Description
1 online resource.
Item Number
10.1007/978-3-030-53
Call Number
HF5415.32 .K83 2020
Dewey Decimal Classification
658.8342
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.
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Source of Description
Description based on online resource; title from digital title page (viewed on October 22, 2020).
Series
Palgrave pivot.
Available in Other Form
Print version: 9783030539825
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