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Playing cat and mouse : consumer empowerment and marketing interaction on the net
Rodríguez Ardura, Inma; Martínez, F. José
Observatory of the New Economy. ONE
Peer-reviewed
Since the internet was first used in the business world, researchers have been asking whether consumers have more power when they make their purchases using this channel and whether this makes electronic markets more efficient.No definitive answers for these questions have yet been found. The current work analyses the power game between consumers and companies online. The work considers the sources of consumer empowerment on the internet and the marketing initiatives that firms develop, which sometimes reduce consumers¿power. The work also analyses the impact of these two factors on electronic markets in light of evidence from the literature examining their supposed reater efficiency. The article identifies various sources of power for the online consumerand stresses that different groups of consumers exercise this power at different levels of intensity.
Internet marketing
Electronic commerce
Consumers
Màrqueting per internet
Comerç electrònic
Consumidors
Marketing por internet
Comercio electrónico
Consumidores
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