Title
Voicesumers
Publication Date
9-2-2020
Abstract
This chapter defines the proposed new form of consumer conceptualized as “voicesumer.” The chapter classifies and defines various types of voicesumers, we are witnessing in today’s dynamically chancing digital and social environments. The chapter introduces three new types of consumer voices: Boisterous, Vociferous, and finally Obstreperous voices with anecdotes and cases. The chapter provides a comparative analysis of newly proposed consumer voices in order to distinguish such voices’ potentials to effect on consumer perception of entertainment, attention, credibility, and hate seeding components. Finally, the chapter discusses on how such voices operate within today’s markets by analyzing the audience, message, and channel of message usage.
Publication Title
Consumer Voice: The Democratization of Consumption Markets in the Digital Age
First Page
43
Last Page
69
DOI
10.1007/978-3-030-53983-2_3
Open Access Status
Licensed
Recommended Citation
Kucuk, S. U. (2020). Voicesumers. In S. U. Kucuk (Ed.), Consumer Voice: The Democratization of Consumption Markets in the Digital Age (pp. 43–69). Springer International Publishing. https://doi.org/10.1007/978-3-030-53983-2_3
