Description
Book SynopsisThe customer was conceptualized as an individual who was surrounded by products and messages and could make a choice between these products and messages, but now the customer can shape the products and messages that are directed to him with engagement by producing content. The customer not only participates in co-production in visible business processes but also through consumption produces identity, image, meaning, value and experience in the marketplace. This book hereby emerged out of the requirement of collecting theories about researching customer and its behaviors which changes with the interaction social media has created, which has a place to stay in relationship within the distances and timelessness created by speed incident to digitalization.
Table of ContentsConspicuous Consumption Approach. «Veblen’s Consumption Model» (Ercan Aktan) – The Concept of Involvement and the High Involvement Model (Zühal Fidan Baritçi) – Howard Sheth Model «The Model of Buyer Behavior» (Miada Bashir Mohamed Abdallah) – The Nicosia Model (Figen Kara) – Sheth-Newman Gross Model of Consumptıon Values (İmran Uğur) – Engel-Kollat-Blackwell Model (EKB) (Hasret Aktaş/Funda Şehirli) – Bettman’s Information Processing Model (A. Mücahid Zengin) – Henry Assael Model (Büşra Küçükcivil) –Planned Behavior Theory (Mustafa Şahin) – Social Cognitive Theory (Bünyamin Ayhan) – Extended Technology Acceptance Model [TAM2] (Murat Koçyiğit / Murat Çakirkaya) – Model of Personal Computer Utilization (Nihal Kocabay-Şener) – United Theory of Acceptance and Use of Technology (Hasan Rençber) – Model of Acceptance with Peer Support (MAPS) (M. Nur Erdem)
