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The 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.
List of contents
Conspicuous 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 Consumption Values (Imran Ugur) - Engel-Kollat-Blackwell Model (EKB) (Hasret Aktas/Funda Sehirli) - Bettman's Information Processing Model (A. Mücahid Zengin) - Henry Assael Model (Büsra Küçükcivil) -Planned Behavior Theory (Mustafa Sahin) - Social Cognitive Theory (Bünyamin Ayhan) - Extended Technology Acceptance Model [TAM2] (Murat Koçyigit / Murat Çakirkaya) - Model of Personal Computer Utilization (Nihal Kocabay-Sener) - United Theory of Acceptance and Use of Technology (Hasan Rençber) - Model of Acceptance with Peer Support (MAPS) (M. Nur Erdem)
About the author
Hasret Aktä is Associate Professor at Selçuk University, Faculty of Communication, Public Relations and Publicity Department.
Göksel ¿im¿ek is Associate Professor at Selçuk University, Faculty of Communication, Public Advertising Department.
