This chapter discusses the fundamental changes in today’s economic rules with the rise of voicesumers in the digital world. The chapter explains how influencers and followers create economic value with their voice in the social media. The value created by number of followers and the quality of voice of influencers are all discussed in light of the currently developing digital consumer behavior literature. The economic value of tone of voice such as human-like and business-like voices and their impact on consumer voice engagements are also discussed with a new theoretical framework. Thus, the study provided insights on how consumer voice is reshaping market valuation processes through transforming production and consumption of consumer voice.
Consumer Voice: The Democratization of Consumption Markets in the Digital Age
Open Access Status
Kucuk, S. U. (2020). Voiceconomics. In S. U. Kucuk (Ed.), Consumer Voice: The Democratization of Consumption Markets in the Digital Age (pp. 95–117). Springer International Publishing. https://doi.org/10.1007/978-3-030-53983-2_5