THE POWER OF CONSUMERS

Teodora Roman, Florin Iulian Tutanis and Adriana Manolica

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2016, vol. 10, issue 1, 38-49

Abstract: The objective of our research is analyzing the traits that consumers exert when expressing their opinion in the online environment, compared to the ones when they interact with other persons, their preferences, what traits are empowering them and what they prefer, if they use the power offered to them and how they assert themselves, if they communicate with their peers through the use of online platforms and reviewing websites. It is an important thing to know if people have started to prefer to share their views regarding services products online to inform more people at once, and if they have preferences in doing so.The research was conducted through the use of an online survey, placed in online groups. Through this survey a sample formed out of 120 people has been found, that were eligible for this research. The sample was made out of people that are active reviewers and participants in the online environment and reviewing groups, offering their opinions regarding products and services. The survey has been modified in order to be improved, before being used. The final form of the survey had a total of 18 questions and was created using Google Forms. The conducted research has shown that people value most traits that the internet and network development has to offer, using them for their own advantage and empowerment. Ease of finding information, possibility of offering feedback and reading other people’s feedback have all ranked high in the consumer’s preferences.

Keywords: consumers; empowerment; power (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:10:y:2016:i:1:p:38-49

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