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.
Consumer Voice: The Democratization of Consumption Markets in the Digital Age
Open Access Status
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