03708nam 2200565Ia 450 991046194700332120200520144314.03-8428-2828-4(CKB)2670000000250461(EBL)1035414(OCoLC)815391708(SSID)ssj0000737958(PQKBManifestationID)11407159(PQKBTitleCode)TC0000737958(PQKBWorkID)10787779(PQKB)11318594(MiAaPQ)EBC1035414(Au-PeEL)EBL1035414(CaPaEBR)ebr10596603(EXLCZ)99267000000025046120120916d2012 uy 0engur|n|---|||||txtccrAn investigation on contemporary consumer resistance[electronic resource] how Web 2.0 makes consumers powerful /Martin KönigHamburg Diplomica Verlag20121 online resource (112 p.)Description based upon print version of record.3-8428-7828-1 Includes bibliographical references.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 consumers2. 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 informed4. 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 ProfileHauptbeschreibung 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 cConsumer behaviorConsumersEffect of technolgical behaviors onResearchElectronic books.Consumer behavior.ConsumersEffect of technolgical behaviors onResearch.659.1019König Martin407806MiAaPQMiAaPQMiAaPQBOOK9910461947003321An investigation on contemporary consumer resistance2230982UNINA