An Investigation on Contemporary Consumer Resistance: How Web 2.0 Makes Consumers Powerful
How Web 2.0 Makes Consumers Powerful
1st Edition
Published in August 2012
112 pages
978-3-8428-2828-5 (ISBN)
Description
As a consequence of the ongoing globalization, more and more corporations start to target an international audience. Accordingly, consumers have to deal with a rising number of product offers. When trying to filter only relevant information which are interesting for themselves, consumers have to decrypt at the same time what is the meaning behind the different advertising messages circulating in daily life. Consequently, it is comprehensible that people become more and more stressed as well as angry nowadays. In order to get a better understanding of contemporary consumer resistance, this study is aimed at giving an overview on this topic. Only by explaining postmodernity in detail, it is possible to show what has changed in terms of consumer culture compared to the era of modernity. This is the starting point for the investigation on consumer resistance within the underlying study. In this sense, it is shown why people develop critical attitudes and what finally makes them willing to participate. On the basis of these findings, different forms of resistance are considered. The extent to which the Internet has an influence on consumer behavior and resistance is investigated as well. After presenting how conditions for consumers have improved especially in the times of Web 2.0, the extent to which they are more willing to actively take part in consumer resistance is examined in the next step. For this purpose investigations based on real findings were examined. Reading this study people shall understand what consumer resistance means. Here included are different forms of consumer resistance as well as consumers' motivation in participating. In turn, also corporations can profit from these insights given. Here it has to be kept in mind that understanding consumers' behavior also gives marketers a great chance to profit from their critics.
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Martin König
An Investigation on Contemporary Consumer Resistance: How Web 2.0 Makes Consumers Powerful
How Web 2.0 Makes Consumers Powerful
Book
05/2012
1st Edition
Diplomica Verlag
€38.00
Shipment within 7-9 days
Person
Martin König was born in 1983 in Bernburg/Saale (Germany). After receiving a Bachelor degree in International Business Studies from the Paderborn University, he continued his academic career at the Viadrina University in Frankfurt/Oder. There he studied International Business Administration with an emphasis on marketing. Thanks to his additional studies at Reims Management School (France), for which he was awarded a M.Sc. degree (Diplôme de Supérieure de Commerce), the author could continually enlarge his knowledge in marketing. Currently Martin König is working in the field of online marketing as an affiliate manager. Since entering the world of affiliate marketing in 2010, he combines his theoretical knowledge with practical experiences. In order to be steadily up to date in online marketing, the author regularly visits both training events and fairs.
Content
1 - An Investigation on Contemporary Consumer Resistance: How Web 2.0 Makes Consumers Powerful [Seite 1]
1.1 - Table of contents [Seite 3]
1.2 - Abstract [Seite 4]
1.3 - Introduction [Seite 5]
1.4 - 1. The era of postmodernism: blessing and curse for consumers [Seite 8]
1.4.1 - 1.1 In favour of the consumer - from universalism to individualism [Seite 8]
1.4.1.1 - 1.1.1 Liberation from cultural authorities [Seite 8]
1.4.1.2 - 1.1.2 Postmodernism - the extension or improvement of modernism [Seite 11]
1.4.2 - 1.2 Characteristics of postmodernism [Seite 14]
1.4.3 - 1.3. Postmodern consumer culture - blessing or curse? [Seite 18]
1.4.3.1 - 1.3.1 Postmodernism - a new era of consumption begins [Seite 20]
1.4.3.2 - 1.3.2 Postmodernism - an increasing burden for consumers [Seite 22]
1.5 - 2. A conceptualization of resistance [Seite 24]
1.5.1 - 2.1 What people resist against - how consumers' patience is strained [Seite 25]
1.5.2 - 2.2 What makes consumers finally become active? [Seite 30]
1.5.3 - 2.3 Enough is enough - how to resist ruthless business practices [Seite 35]
1.6 - 3. Immersion in the online world - new opportunities for consumers [Seite 41]
1.6.1 - 3.1. Deeper insights into the term "Internet" [Seite 41]
1.6.1.1 - 3.1.1 How everything began - from a military project to the WWW [Seite 41]
1.6.1.2 - 3.1.2 The Internet and its revolutionary development [Seite 43]
1.6.2 - 3.2 A new type of consumer is born [Seite 46]
1.6.2.1 - 3.2.1 Web 2.0 technologies - powerful tools [Seite 47]
1.6.2.2 - 3.2.2 Anti-brand sites - a contribution to keep others informed [Seite 51]
1.7 - 4. Empirical studies - How it looks in reality [Seite 64]
1.7.1 - 4.1 Findings on anti-brand sites [Seite 64]
1.7.2 - 4.2 Consumer behavior in the times of Web 2.0 [Seite 74]
1.8 - Conclusion [Seite 79]
1.9 - Attachment [Seite 83]
1.10 - Bibliography [Seite 100]
1.10.1 - Monographies and Articles: [Seite 100]
1.10.2 - Internet Sources: [Seite 104]
1.11 - Author's Profile [Seite 111]
1.1 - Table of contents [Seite 3]
1.2 - Abstract [Seite 4]
1.3 - Introduction [Seite 5]
1.4 - 1. The era of postmodernism: blessing and curse for consumers [Seite 8]
1.4.1 - 1.1 In favour of the consumer - from universalism to individualism [Seite 8]
1.4.1.1 - 1.1.1 Liberation from cultural authorities [Seite 8]
1.4.1.2 - 1.1.2 Postmodernism - the extension or improvement of modernism [Seite 11]
1.4.2 - 1.2 Characteristics of postmodernism [Seite 14]
1.4.3 - 1.3. Postmodern consumer culture - blessing or curse? [Seite 18]
1.4.3.1 - 1.3.1 Postmodernism - a new era of consumption begins [Seite 20]
1.4.3.2 - 1.3.2 Postmodernism - an increasing burden for consumers [Seite 22]
1.5 - 2. A conceptualization of resistance [Seite 24]
1.5.1 - 2.1 What people resist against - how consumers' patience is strained [Seite 25]
1.5.2 - 2.2 What makes consumers finally become active? [Seite 30]
1.5.3 - 2.3 Enough is enough - how to resist ruthless business practices [Seite 35]
1.6 - 3. Immersion in the online world - new opportunities for consumers [Seite 41]
1.6.1 - 3.1. Deeper insights into the term "Internet" [Seite 41]
1.6.1.1 - 3.1.1 How everything began - from a military project to the WWW [Seite 41]
1.6.1.2 - 3.1.2 The Internet and its revolutionary development [Seite 43]
1.6.2 - 3.2 A new type of consumer is born [Seite 46]
1.6.2.1 - 3.2.1 Web 2.0 technologies - powerful tools [Seite 47]
1.6.2.2 - 3.2.2 Anti-brand sites - a contribution to keep others informed [Seite 51]
1.7 - 4. Empirical studies - How it looks in reality [Seite 64]
1.7.1 - 4.1 Findings on anti-brand sites [Seite 64]
1.7.2 - 4.2 Consumer behavior in the times of Web 2.0 [Seite 74]
1.8 - Conclusion [Seite 79]
1.9 - Attachment [Seite 83]
1.10 - Bibliography [Seite 100]
1.10.1 - Monographies and Articles: [Seite 100]
1.10.2 - Internet Sources: [Seite 104]
1.11 - Author's Profile [Seite 111]
