LEADER 03708nam 2200565Ia 450 001 9910461947003321 005 20200520144314.0 010 $a3-8428-2828-4 035 $a(CKB)2670000000250461 035 $a(EBL)1035414 035 $a(OCoLC)815391708 035 $a(SSID)ssj0000737958 035 $a(PQKBManifestationID)11407159 035 $a(PQKBTitleCode)TC0000737958 035 $a(PQKBWorkID)10787779 035 $a(PQKB)11318594 035 $a(MiAaPQ)EBC1035414 035 $a(Au-PeEL)EBL1035414 035 $a(CaPaEBR)ebr10596603 035 $a(EXLCZ)992670000000250461 100 $a20120916d2012 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 13$aAn investigation on contemporary consumer resistance$b[electronic resource] $ehow Web 2.0 makes consumers powerful /$fMartin Ko?nig 210 $aHamburg $cDiplomica Verlag$d2012 215 $a1 online resource (112 p.) 300 $aDescription based upon print version of record. 311 $a3-8428-7828-1 320 $aIncludes bibliographical references. 327 $aAn 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 327 $a2. 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 327 $a4. 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 330 $aHauptbeschreibung 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 c 606 $aConsumer behavior 606 $aConsumers$xEffect of technolgical behaviors on$xResearch 608 $aElectronic books. 615 0$aConsumer behavior. 615 0$aConsumers$xEffect of technolgical behaviors on$xResearch. 676 $a659.1019 700 $aKo?nig$b Martin$0407806 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910461947003321 996 $aAn investigation on contemporary consumer resistance$92230982 997 $aUNINA