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An Investigation on Contemporary Consumer Resistance.
Hauptbeschreibung 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, con...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hamburg :
Diplomica Verlag,
2012.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- An Investigation on Contemporary Consumer Resistance: How Web 2.0 Makes Consumers Powerful; Table of contents; Abstract; Introduction; 1. The era of postmodernism: blessing and curse for consumers; 1.1 In favour of the consumer
- from universalism to individualism; 1.1.1 Liberation from cultural authorities; 1.1.2 Postmodernism
- the extension or improvement of modernism; 1.2 Characteristics of postmodernism; 1.3. Postmodern consumer culture
- blessing or curse?; 1.3.1 Postmodernism
- a new era of consumption begins; 1.3.2 Postmodernism
- an increasing burden for consumers.
- 2. A conceptualization of resistance2.1 What people resist against
- how consumers' patience is strained; 2.2 What makes consumers finally become active?; 2.3 Enough is enough
- how to resist ruthless business practices; 3. Immersion in the online world
- new opportunities for consumers; 3.1. Deeper insights into the term "Internet"; 3.1.1 How everything began
- from a military project to the WWW; 3.1.2 The Internet and its revolutionary development; 3.2 A new type of consumer is born; 3.2.1 Web 2.0 technologies
- powerful tools; 3.2.2 Anti-brand sites
- a contribution to keep others informed.
- 4. Empirical studies
- How it looks in reality4.1 Findings on anti-brand sites; 4.2 Consumer behavior in the times of Web 2.0; Conclusion; Attachment; Bibliography; Monographies and Articles:; Internet Sources:; Author's Profile.