Consumer Behavior Models - Softcover

 
9783631804933: Consumer Behavior Models
Softcover
ISBN 10: 3631804938 ISBN 13: 9783631804933
Publisher: Peter Lang, 2020

Synopsis

The customer was conceptualized as an individual who was surrounded by products and messages and could make a choice between these products and messages, but now the customer can shape the products and messages that are directed to him with engagement by producing content. The customer not only participates in co-production in visible business processes but also through consumption produces identity, image, meaning, value and experience in the marketplace. This book hereby emerged out of the requirement of collecting theories about researching customer and its behaviors which changes with the interaction social media has created, which has a place to stay in relationship within the distances and timelessness created by speed incident to digitalization.

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About the Author

Hasret Aktaş is Associate Professor at Selçuk University, Faculty of Communication, Public Relations and Publicity Department.

Göksel Şimşek is Associate Professor at Selçuk University, Faculty of Communication, Public Advertising Department.

"About this title" may belong to another edition of this title.

Publisher
Peter Lang
Publication date
2020
Language
English
ISBN 10 
3631804938
ISBN 13 
9783631804933
Binding
Paperback
Number of pages
220
Editor
Aktaş