Exploring Consumer Empowerment in Consumption Communities Based in Social Media

Imene Ben Yahia and Lilia El Ferci
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Imene Ben Yahia: Institut Superieur de Finance et de Fiscalité de Sousse (ISFFS), Sousse, Tunisia
Lilia El Ferci: ARBRE, High Institute of Management Tunis, Tunisia

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2015, vol. 6, issue 2, 31-47

Abstract: In spite of the keen interest in empowerment, few authors have applied the concept to the characteristics of the Internet. This paper approaches it within consumption communities based in social media and explores its effects on consumers' behaviors towards firms. A participant observation was carried out and has lasted one year and a half in two consumption communities based in Facebook. Additionally, distant in-depth interviews have been conducted. Results give evidence for the existence of consumer empowerment online and highlight its complex multidimensional structure. Four dimensions are identified: informational, technological, social, and psychological. Results also underline that empowered consumers assess firms and call to reward some and to boycott others (1); negotiate to get better offerings (2) and demand cooperation (3).

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:6:y:2015:i:2:p:31-47

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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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