- Title
- Consumer empowerment: a conceptual process model
- Creator
- Pires, Guilherme; Stanton, John
- Relation
- 38th EMAC Conference (EMAC 2009). EMAC 2009 38th Conference (Audencia Nantes, France 26-29 May, 2009)
- Relation
- http://2009.emac-online.org/r/home
- Publisher
- European Marketing Academy
- Resource Type
- conference paper
- Date
- 2009
- Description
- Much of the literature on consumer empowerment focuses on consumers' efforts to regain control of their consumption processes from suppliers, on the deliberate provision of power to consumers by suppliers in order for the latter to benefit from social networking effects, and on consumer education. However, information and communication technologies have the potential to promote a power shift from suppliers to consumers. This paper develops a conceptual process model of consumer empowerment generation, leading to a change in the relationship between consumers and suppliers and a growing unintended consumer empowerment that potentially checks competitive advantage.
- Subject
- empowerment; delegation; enablement; ICT
- Identifier
- uon:8935
- Identifier
- http://hdl.handle.net/1959.13/919649
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