Overview
- 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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Table of contents (5 chapters)
Keywords
About this book
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Consumer Voice
Book Subtitle: The Democratization of Consumption Markets in the Digital Age
Authors: S. Umit Kucuk
DOI: https://doi.org/10.1007/978-3-030-53983-2
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020
Hardcover ISBN: 978-3-030-53982-5Published: 02 September 2020
eBook ISBN: 978-3-030-53983-2Published: 01 September 2020
Edition Number: 1
Number of Pages: XIII, 126
Number of Illustrations: 7 b/w illustrations, 1 illustrations in colour
Topics: Marketing, Consumer Behavior