Institutional Repository
Institutional Repository Institutional Repository Login  Institutional Repository  
  • UOC Library |
  •  |
  •  |

Home >
Research >
Social sciences >
Economics and Business >
Articles >

Please use this identifier to cite or link to this item:
Title: Playing cat and mouse : consumer empowerment and marketing interaction on the net
Authors: Rodríguez Ardura, Inma
Martínez, F. José
Other: Observatory of the New Economy. ONE
Issue Date: 2008
Type: Article
Citation: RODRÍGUEZ, I.; MARTÍNEZ, F.J. (2008). "Playing cat and mouse: consumer empowerment and marketing interaction on the net". International Journal of Business Environment. Vol. 2 (2), p. 201-214. ISSN: 1740-0589.
Abstract: Since the internet was first used in the business world, researchers have been asking whether consumers have more power when they make their purchases using this channel and whether this makes electronic markets more efficient.No definitive answers for these questions have yet been found. The current work analyses the power game between consumers and companies online. The work considers the sources of consumer empowerment on the internet and the marketing initiatives that firms develop, which sometimes reduce consumers¿power. The work also analyses the impact of these two factors on electronic markets in light of evidence from the literature examining their supposed reater efficiency. The article identifies various sources of power for the online consumerand stresses that different groups of consumers exercise this power at different levels of intensity.
Description: Peer-reviewed
Appears in Collections:Articles

Scimago Journal Rank:

Add This:


  0 (0 valuations)

Files in This Item:

File Description SizeFormat
Rodriguez_IJBEONE2008_Playing.pdf401.23 kBAdobe PDFPreview  Download

Author names in Twitter

Author names in FriendFeed

Recommend this item

SFX Query

Items in Repository e are protected by copyright, with all rights reserved, unless otherwise indicated.


The library replies
A product of the Universitat Oberta de Catalunya Virtual Library
Legal notice | Cookie policy