Consumer Voice

The Democratization of Consumption Markets in the Digital Age

Inbunden, Engelska, 2020

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This book proposes a new type of consumer called a voicing consumer, or a voicesumer. 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.

Produktinformation

Utgivningsdatum2020-09-02
Mått148 x 210 x 13 mm
Vikt303 g
FormatInbunden
SpråkEngelska
Antal sidor126
FörlagSpringer Nature Switzerland AG
ISBN9783030539825

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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.