URAM-Marketing

Unité de Recherche et d'Applications en Marketing

Exploring consumer empowerment in consumption communities based in social media: What behavioral outcomes towards firms?


Abstract:

In spite of the keen interest in empowerment, few authors have applied the concept to the characteristics of the Internet. This paper approaches it within consumption communities based in social media and explores its effects on consumers’ behaviors towards firms. Taking a deep qualitative approach, the paper gives evidence for the existence of consumer empowerment and highlights that it is a complex multidimensional construct which may be both formative and reflective. Results delineate indeed four dimensions. Informational, technological and social dimensions may shape the construct. The fourth dimension, which is psychological, may be a manifestation of it. Results also identify three main behaviors of empowered consumers towards firms: they assess them and call to reward some and to boycott others (1); negotiate to get better offerings (2) and demand cooperation (3).

Read: 254 views

Download Article

FileFile sizeDownloads
pdf lilia el feci541 kB 195

References

Agnihotri, R.; Kothandaraman, P.; Kashyap, R. and Singh, R. (2012). “Bringing “Social” into Sales: The Impact of Salespeople’s Social Media Use on Service Behaviors and Value Creation.” Journal of Personal Selling & Sales Management 32 (3): 333-348.
Al Shibly, H. (2009). “A characterization of consumer empowerment drawn from three views of power.” ABAC journal 29 (3): 65-74.
Amichai-Hamburger, Y. (2008). “Internet empowerment.” Computers in Human Behavior 24, (5): 1773–1775.
Bagozzi, R . and Dholakia, U.M. 2006. “Antecedents and purchase consequences of customer participation in small group brand communities.” International Journal of Research in Marketing 23 (1) : 45-61.
Bakardjieva, M. (2003). “Virtual togetherness: An everyday-life perspective.” Media, Culture and Society 25: 291–313.
Barak, A., Boniel-Nissim, M. & Suler, J. (2008). “Fostering empowerment in online support groups.” Computers in Human Behaviour 24 (5) : 1867-1883.
Bardin, L. (2007). “L’analyse de contenu.” Ed. Presses Universitaires de France : 291p.
Boehm, A. and Staples, L. H. (2002). “The functions of the social workers in empowering: The voices of consumers and professionals.” Social Work 47( 4): 449-460.
Bonds-Raacke, J. and Raacke, J. (2010). “MySpace and Facebook: Identifying Dimensions of Uses and Gratifications for Friend Networking Sites.” Individual Differences Research 8 (1): 27-33.
Bourdieu, P. (1979) translated in English in 1984. “Distinction: A Social Critique of the Judgement of Taste.” ed. Harvard University Press: 640p.
Burns, David J. and Warren, H. (2009). “Are Marketers Nothing More Than Arms Dealers?.” Journal of Business Management and Change 4 (1) : 9-26.
Churchill, G.A. (1979). “A paradigm for Developing Better Measures of Marketing Constructs.” Journal of Marketing Research 16 (1): 64-73.
Conger, J. A. & Kanungo, R. N. (1988). “The empowerment process: integrating theory and practice.” Academy of Management Review 13 ( 3): 471-482.
Constantinides, E. and Fountain S.J. (2008). “Web 2.0: Conceptual foundations and marketing issues.” Journal of Direct, Data and Digital Marketing Practice (9): 231–244.
Denegri-Knott, J., Zwick, D., Schroeder, J.E. (2006). “Mapping consumer power: an integrative framework for marketing and consumer research.” European Journal of Marketing 40 (9/10) : 950-971.
Deshpande, R. (2002). “Performance Companies.” International Journal of Medical Marketing 2 (3): 225-232.
Deslauriers, J.P. (1999). “Réflexions sur le colloque : Travail social et Empowerment à l’aube du XXIe siècle. ” Nouvelles Pratiques Sociales 12 (2): 165-169.
El Hess, R. (1984). “Studies in empowerment: steps toward understanding and action.” Ed. Routledge: 248p.
Emerson, R.M. (1962). “Power dependence relations.” American Sociological Review 27 (1) : 33-41.
Erdem, M., & Cobanoglu, C. (2010). “The impact of consumer-generated media and social networking in hospitality: the implications for consumers and hospitality managers.” Journal of hospitality marketing & management 19 (7): 697-699.
Fournier, S. and Avery J. (2011). “The univited brand.” Business Horizons 54 (3): 193–207
Fuchs, C.; Prandelli, E. and Schreier, M., (2010). “The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand.” Journal of Marketing 74 (1): 65-79.
Glaser, B.E., Strauss, A.L. (1999). “The Discovery of Grounded Theory: Strategies for Qualitative Research.” Publisher: Aldine Transaction: 271p.
Greenberg, P. (2010). “CRM at the Speed of Light – Social CRM Strategies, Tools and  Techniques for Engaging Your Customers.” Ed. The McGraw Hill Osborn Media: 698p.
Greenberger, D. B. Strasser, S. and Dunhan, R.B. (1989). “The impact of personal control on performance and satisfaction.” Organizational Behavior and Human Decision Processes 43 (1): 29-51.
Grover, V., and Kettinger, W.J. (1997). “Special section: The impacts of business process change on organizational performance.” Journal of Management Information Systems 14 (1): 9-12.
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). “We’re all connected: The power of the social media ecosystem.” Business Horizons 54 (3) : 265-273.
Harrison, T., Waite, K. & Hunter, G. L. (2006). “The internet, information and empowerment.” European Journal of Marketing 40 (9/10): 972-993.
Hui, M. K., and. Bateson, J. E. G. (1991). “Perceived control and the effects of crowding and consumer choice on the service experience.” Journal of Consumer Research 18 (2) : 174-184.
Jarvis, C. B.; Mackenzie, S. B. and Podsakoff, P. M. (2004). “Un examen critique des indicateurs de construit et des erreurs de spécification des modèles de mesure dans la recherche en marketing et en comportement du consommateur. » Recherche et applications en Marketing 19 (1) : 73-97.
Kaplan, A. M. and Haenlein, M. (2010). “Users of the world, unite! The challenges and opportunities of Social Media.”  Business Horizons 53 (1): 59-68.
Kasmel, A. and Anderson, P.T. (2011). “Measurement of community empowerment in three Community Programs in Rapla (Estonia).” International Journal of Environmental Research and public Health 8 (3): 799-817.
Khong, K.W. ; Onyemeh, N.C. and Chong, A.Y-L. (2013). BSEM estimation of network effect and customer orientation empowerment on trust in social media and network environment. Expert Systems with Applications  40 (12): 4858-4870. 
Kietzmann, J.H.; Hermkens, K.; McCarthy, I. P. and Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54 (3) : 241-251.
Kim, J. and Hardin, A. (2010). The impact of virtual worlds on word-of-mouth: improving social networking and servicescape in the hospitality industry. Journal of Hospitality Marketing & Management 19 (7): 735-753.
Kozinets, R. V. (1999). “E-tribalized marketing?: the strategic implications of virtual communities of consumption.” European Management Journal 17 (3) : 252–264
Kozinets, R. V. (2002). “The Field Behind the Screen: Using. Netnography for Marketing Research in Online Communities.” Journal of Marketing Research 39 (1): 61-72.
Kozinets, R.; Sherry, J.F.J.; Storm, D.; Duhachek, A.; Nuttavuthisit, K. and Deberry-Spence, B. (2004), “Ludic agency and retail spectacle”. Journal of Consumer Research 31 (3): 658–672.
Labrecque, L. I.; Esche, J.V.; Mathwick, C.; Novak,T., & Hofacker, C., F. (2013). “Consumer Power: Evolution in the Digital Age. ” Journal of Interactive Marketing 27 (4) : 257–269.
LeBossé, Y. (1996).  “Empowerment et pratiques sociales: illustration du potentiel d’une utopie prise au sérieux. ” Nouvelles pratiques sociales 9 : 127-145.
LeBossé, Y. (2003).  “De l’habilitation au pouvoir d’agir : vers une appréhension plus circonscrite de la notion d’Empowerment. ” Nouvelles Pratiques Sociales 16 (2) : 30-51.
LeBossé, Y. and Dufort, F. (2000). ‘‘Le pouvoir d’agir (empowerment) des personnes et des communautés : une autre facon d’intervenir. ” In F. Dufort. & J. Guay. (Eds.) « Agir au coeur des communautés : le psychologue communautaire comme agent de changement social » : 93-144.
Lemay, L.( 2007). “ L’intervention en soutien à l’empowerment : du discours à la réalité. La question occultée du pouvoir entre acteurs au sein des pratiques d’aide.”  Nouvelles pratiques sociales 20 (1) : 165-180.
Maccoby, M. (1999). “ReThinking empowerment.” Research Technology Management 42 (4): 56-57.
Mangold, W. G. and Faulds D. J. (2009). “Social media: The new hybrid element of the promotion mix.” Business Horizons 52 : 357-365.
 Markovsky, B. ; Willer, D. and Patton, T. (1988). “Power Relations in Exchange Networks.”  American Sociological Review 53 (2): 220-36.
Midha, V. (2012). “Impact of consumer empowerment on online trust: An examination across genders.” Decision Support Systems 54 (1) :198-205.
Myron, D. (2010). “Social CRM is growing up fast.” Customer Relationship Management Magazine 14 (6): 4-14.
Ninacs, W.A. (2002).  “Types et processus d’empowerment dans les initiatives de développement économique communautaire au Québec. ” Phd, University of Laval: 350p.
Park, N., Kee, K. F., & Valenzuela, S. (2009). “Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes.” CyberPsychology & Behavior 12 (6) : 729-33.
 
Pires, G.D. ; Stanton, J. ; Stanton, P. et al., (2005). “ Towards a Preliminary Model of Consumer Empowerment. ” ANZMAC Conference: Strategic Marketing and Market Orientation: 80-88.
Pires, G.D.; Stanton, J. and Rita, P. (2006). “The Internet, consumer empowerment and marketing strategies.” European Journal of Marketing 40 (9/10): 936–949.
Quinn, R. E. & Spreitzer, G. M. (1997). “The road to empowerment: Seven questions every leader should consider.” Organizational Dynamics 26 (2): 37-49.
Ramani, G. and Kumar, V. (2008). “Interaction Orientation and Firm Performance.” Journal of Marketing 72 (1): 27-45.
Rappaport, J. (1987). “Terms of empowerment/exemplars of prevention: Toward a theory for community psychology.” American Journal of Community Psychology 15 (2): 121-148.
Rossiter, J.R. (2002). “The C-OAR-SE procedure for scale development in marketing.” International Journal of Research in Marketing 19 (4): 305-335.
Seidmann, A. and Sundararajan, A. (1997). “Competing in information-intensive services: Analyzing the impact of task consolidation and employee empowerment.” Journal of Management Information Systems 14 (2): 33–56.
Solomon, B.B. (1977).  “Black Empowerment: Social Work in Oppressed Communities” ed. Columbia Univ Pr: 438p.
Spaulding, T. J. (2010). “How can virtual communities create value for business?” Electronic Commerce Research and Applications 9 (1): 38-49.
Spreitzer, G. M. (1995). “Psychological empowerment in the workplace: Construct definition, measurement, and validation.” Academy of Management Journal 38: 1442–1465.
Spreitzer, G. M. (2008). “Taking stock: A review of more than twenty years of research on empowerment at work.” In J. Barling & C. L. Cooper (Eds.), Handbook of organizational behaviour. Thousand Oaks, CA: Sage: 54-72
Staples, L.H. (1990). “Powerful ideas about empowerment.” Administration in Social Work 14 (2): 29-42.
Tanis, M. (2007). “Online social support groups.” In A. Joinson, K. McKenna, T. Postmes, & U. D. Reips (Eds.), The Oxford handbook of internet psychology. New York: Oxford University Press: 139–154.
 Thomas, K. W. and Velthouse, B. A. (1990). “Cognitive Elements of Empowerment: An “Interpretive” Model of Intrinsic Task Motivation.” The Academy of Management Review, 15 (4): 666-681.
Thorsten, H. T., Hofacker, C. F. and Björn, B. (2013). “Marketing the Pinball Way: Understanding How Social Media Change the Generation of Value for Consumers and Companies.” Journal of Interactive Marketing 27: 237–241.
Trainor, K. (2012). “Relating Social Media Technologies to Performance: A Capabilities-Based Perspective.” Journal of Personal Selling & Sales Management 32 (3): 317-331.
Turnquist, C. (2004). “VP Value Chain Services, Syntegra and Stan Elbaum, VP”, Strategic Solutions, Aberdeen, www.retailsystems.com/index.cfm?PageName=PublicationsTONArticle&ArticleId=3594)
Wathieu, L., Brenner, L., Carmon, Z. et al. (2002). “Consumer control and empowerment: a primer. Marketing letter, 13 (3): 297-305.
Weber M., Gerth, H. H. and Mills, W.C. (1958). “From Max Weber: Essays in Sociology.” eds. New York: Oxford University Press: 490p.
Weber, M. (1978). “Economy and Society: An Outline of Interpretive Sociology.” (2 Volumes set). Ed.University of California Press: 1469p.
Wright, L. T. & Dennis, C & Newman, A. (2006). “Enhancing consumer empowerment.” European journal of marketing 40 (9/10): 925-935.
Zandt, D. (2010). “Share This! How You Will Change the World with Social Networking.” Ed. Berrett-Koehler, San Francisco, California : 192p.
Zimmerman, M. A. (1995). “Psychological empowerment: Issues and illustrations.” American Journal of Community Psychology 23 (5): 581–599.
Zwick, D.; Bonsu, S.K. and Darmody, A. (2008). “Putting Consumers to Work:’ Co-creation’ and new marketing govern-mentality.” Journal of Consumer Culture, 8 (2): 163-196.
MSC-URAM Proceedings (URAM, FSEGT, UTM) © 2016