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Title:
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THE ONLINE POWER GAME: MARKETING STRATEGIES TO MANAGE THE ENHANCED CONSUMERS EMPOWERMENT |
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Author(s):
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Inma Rodríguez-ardura , Francisco J. Martínez-lópez , Antoni Meseguer Artola |
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ISBN:
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978-972-8924-66-9 |
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Editors:
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Piet Kommers, Pedro Isaías and Nian-Shing Chen |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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Internet; consumer empowerment; electronic marketing; market efficiency; prices |
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Type:
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Full Paper |
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First Page:
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144 |
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Last Page:
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150 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Do consumers have more power when they make their purchases using the Internet? Are the electronic markets more
price efficient? No definitive answers have yet been found to these questions. The current work analyses the power game
between consumers and companies online. It considers the sources of consumer empowerment on the Internet and the
marketing initiatives that firms develop in order to manage it. The work also analyses the impact of these two factors on
electronic markets in the light of evidence from the literature examining their supposed greater efficiency. The article
identifies various sources of power for the online consumer, and stresses that different groups of consumers exercise this
power at different levels of intensity. |
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