Consumer Voice - The Democratization of Consumption Markets in the Digital Age (Hardcover, 1st ed. 2020)

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.

General

Imprint:	Springer Nature Switzerland AG
Country of origin:	Switzerland
Release date:	September 2020
First published:	2020
Authors:	S. Umit Kucuk
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	126
Edition:	1st ed. 2020
ISBN-13:	978-3-03-053982-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	3-03-053982-2
Barcode:	9783030539825

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