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Consumer Voice

The Democratization of Consumption Markets in the Digital Age

  • Book
  • © 2020

Overview

Authors:
  1. S. Umit Kucuk

    1. University of Washington, Tacoma, USA

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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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Table of contents (5 chapters)

  1. Front Matter

    Pages i-xiii
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  2. Voice

    • S. Umit Kucuk
    Pages 1-20

  3. Consumer Voice

    • S. Umit Kucuk
    Pages 21-42

  4. Voicesumers

    • S. Umit Kucuk
    Pages 43-69

  5. How to Voice

    • S. Umit Kucuk
    Pages 71-93

  6. Voiceconomics

    • S. Umit Kucuk
    Pages 95-117

  7. Back Matter

    Pages 119-126
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Keywords

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.

Authors and Affiliations

  • University of Washington, Tacoma, USA

    S. Umit Kucuk

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

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