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Consumer Voice

The Democratization of Consumption Markets in the Digital Age

Authors: Kucuk, S. Umit

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  • Defines a new consumer type based on consumer voice and communication theory’s findings
  • Offers a macro level perspective for better functioning society and markets
  • Situates the consumer voice within the eWOM literature, particularly since the advent of digital technology and social networking sites
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eBook $44.99
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  • ISBN 978-3-030-53983-2
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $59.99
price for Mexico
  • ISBN 978-3-030-53982-5
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
About this book

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.

About the authors

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.

Table of contents (5 chapters)

Table of contents (5 chapters)

Buy this book

eBook $44.99
price for Mexico
  • ISBN 978-3-030-53983-2
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $59.99
price for Mexico
  • ISBN 978-3-030-53982-5
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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Bibliographic Information

Bibliographic Information
Book Title
Consumer Voice
Book Subtitle
The Democratization of Consumption Markets in the Digital Age
Authors
Copyright
2020
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-53983-2
DOI
10.1007/978-3-030-53983-2
Hardcover ISBN
978-3-030-53982-5
Edition Number
1
Number of Pages
XIII, 126
Number of Illustrations
7 b/w illustrations, 1 illustrations in colour
Topics