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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